The Role of Favoring and Inhibiting Factors in Developing Attitude towards Mobile Application based Agricultural Extension Services: A Structural Relationship

Mobile based applications like agricultural extension services are fast becoming an assistant to farming. The purpose of this study is to examine the factors associated with the adoption of innovation perceived by consumers of AES and those which influence attitude. Diffusion of innovation theory states relative advantage, trialabilty, compatibility, perceived risk, observability and complexity as the factors leading to adoption. The proposed structural model was tested upon users of mobile based agricultural extension services in India. The study was conducted by surveying a broad diversity of citizens in northern India. A structured questionnaire was used to collect data from 180 respondents with complete answers participating in the study. Empirical data analysis supports a positive direct relationship between relative advantage, compatibility and observability upon attitude. Marketers should use these factors to build a positive attitude of the customers.