Perception of Mobile Commerce: A case study of Taiwan’s Agribusiness

Abstract

This paper examines organization–s perception of using innovative m-commerce in relation to agribusiness demographic attributes such as geographical location, experiences in agriculture, and types of business that cause farmers adoption decisions of mobile commerce. This study discusses the fact of mobile commerce using the Technology Acceptance Model (TAM), influenced perceptions in relation various demographic factors. A quantitative approach using a questionnaire survey has adopted. Collected data was analyzed using SPSS-24 software program. First and foremost, regarding to geographical location results indicate that agribusiness located in northern Taiwan perceive more benefits in adopting mobile commerce than the agribusiness located in southern Taiwan feel. Besides, concerning experiences in agriculture, results show that newly established agribusiness feel more comfortable on conducting mobile commerce than the elder business. Finally, the perception of mobile commerce in general does not exhibit significant differences among the types of agribusiness.