Acceptability of Digital Agribusiness Platforms in Selected Cities in National Capital Region (NCR), Philippines
Date
1-2023
Degree
Bachelor of Science in Agribusiness Management
College
College of Economics and Management (CEM)
Adviser/Committee Chair
Maria Noriza Q. Herrera
Committee Member
Remund Labios
Abstract
The study investigated the acceptability of digital agribusiness platforms in selected cities of National Capital Region, Philippines using a revised Technology Acceptance Model adapted from Vahdat et al. (2020). The specific objectives of the study were to (i) present the socio-demographic characteristics of the respondents of the study; (ii) describe the influence of perceived usefulness, perceived ease of use, and social influence, and peer influence to the consumers’ attitudes towards digital agribusiness platforms; (iii) analyze the influence of consumers’ attitudes towards digital agribusiness platforms to consumers’ purchase intention; and (iv) formulate strategies that would help in creating stronger positive attitudes towards using digital agribusiness platforms.
The respondents of the study were consumers who have or have not used digital agribusiness platforms. The sample population was from the three most populated cities in the National Capital Region, namely Quezon City, Manila City, and Caloocan City. Apart from being the most populous cities in the region, these cities also had the highest internet speed in the country as of December 2022. Data collection was done through the process of online distribution of questionnaires on social media applications, specifically on Facebook and Instagram.
Majority (46.6%) of the interviewed respondents were from Quezon City. Meanwhile, Manila City and Caloocan City accounted for 28.3% and 25.1% respectively. The respondents were composed of 72% women and 28% men. As for the ages, most of the respondents belong to the age range of 18 to 28, accounting for a total of 83 out of the 97 respondents. Of all respondents, more than half (59%) responded that their occupation is being a student, which may explain why 45.3% of the respondents have ‘some college’ as their highest educational attainment.
Results of the study also showed that although digital agribusiness platforms have been around even before the Covid-19 pandemic (2019), only a mere 15 respondents out of 97 have tried using or are currently using digital agribusiness platforms. Of these 15 respondents, 6 were from Quezon City, 5 from Caloocan City, and only 4 from Manila City.
Moreover, it was found that there is significant evidence to show that there is strong positive association between the variables Perceived Usefulness and Social Influence towards the variable Attitude Toward Digital Agribusiness Platforms. Meanwhile, the variable Peer Influence presented a moderate positive correlation with Attitude Toward Digital Agribusiness Applications. As for Peer Influence, there was no evidence to show a correlation between it and Attitude Toward Digital Agribusiness Applications. Lastly, Attitude Towards Mobile application use exhibited a strong positive correlation with the purchase intention of the application.
Given these results, the researcher recommended that service providers maintain and increase positive attitudes towards digital agribusiness platforms through the following strategies: utilizing social media as the main platform and mode of marketing, employ and or partner with social media influencers who fit a specific profile, creating referral programs which allow friends and families to give out referral discounts, highlight the benefits of utilizing the digital agribusiness platforms in all marketing strategies, and partner with local government units as a way to lessen the spread of Covid-19 in their respective communities.
Language
English
LC Subject
Agricultural industries, Electronic commerce--Economic aspects
Location
UPLB College of Economics and Management (CEM)
Call Number
LG 993 2023 M17 H55
Recommended Citation
Hildawa, Trinity Kate E., "Acceptability of Digital Agribusiness Platforms in Selected Cities in National Capital Region (NCR), Philippines" (2023). Undergraduate Theses. 11751.
https://www.ukdr.uplb.edu.ph/etd-undergrad/11751
Document Type
Thesis
Notes
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