ASSESSMENT OF CONTINUED USE OF GEO-POTATO SERVICE FROM TECHNOLOGY ACCEPTANCE PERSPECTIVE

Abstract

The GEO-POTATO is a Decision‐Support Service (DSS) for farmers in Bangladesh for an optimal control strategy of the late blight disease in potato. Through development of a DSS based on a combination of satellite information and models infection period late blight can be forecasted. However, the key concern of this study was to determine the salient factors which motivate farmers to continued use of GEO-POTATO service. A theoretical model was proposed based on extended Expectation-Confirmation Theory (ECT) which incorporated with service quality model. Data were collected from 105 farmers from Sadar upazila of Munshiganj district using a structured interview schedule during 15th March-25th March, 2019. Data were analyzed by Partial Least Square-based Structural Equation Modeling (PLS-SEM) using Smart PLS v2.0 M3. Result revealed disconfirmation and post-usage usefulness were two antecedents of satisfaction that combined explained 65.6% of the variance of satisfaction. Satisfaction and post-usage usefulness was used as predictor of continuance intention, they jointly explained 50.7% of the variance of continuance intention. Finally, this model proposed several theoretical and practical recommendation concerning mobile enabled service and strengthening user support service and arrange ICT skill training for sustainability of such approaches like GEO-POTATO.