Philippine E-Journals

Adoption and Appropriation of Mobile Phones among Rice Farmers of San Juan, Batangas

Giah Maureen R Silva | Gerby Muya

 

Abstract:

Information and Communication Technology (ICT) has become an essential tool in the agricultural sector. A mobile phone is one of the eminent ICT tools in this modern time that can receive, process, store, and display texts, images, and sound all together. Mobile phones are not just helpful in connecting with relatives and friends, but also an essential tool in the development of agriculture. The use of mobile phones in the Philippines has brought better information access for farmers. Using the Unified Theory of Acceptance and Use of Technology by Venkatesh et al. in 2003, a quantitative data analysis was used in investigating the adoption and appropriation of mobile phones by means of survey data among 300 rice farmers in the municipality of San Juan, Batangas. Demographic profile such as income and educational attainment, as well as external variables significantly affect mobile phone adoption and appropriation. My Phone is the top mobile phone brand choice of farmers and Globe as network service provider. Based on the results, mobile phones help farmers enhance their work; however, there are features of mobile phones that are difficult to understand.