User Acceptance on Coffee Farm-to-Market Information System in the Philippines: A Conceptual Framework

The successful implementation of innovation in business relies on various factors. Different contingencies may consider. The people in the organization are considered essential in the success of the project such as the people in the top management and the end user, which determines support and readiness affect its success or failure. The analysis of technology acceptance model and other literature are the basis on this research in progress. As a result, the conceptual model is presented to measure the user’s acceptance of a proposed coffee products farm-to-market information system. The conceptual model will be tested using a survey of users and analyzed through structural equation modeling. Implications for research and practice are presented on this paper.