Exploring farmers’ psychological perspectives on multimedia-based agro-advisory services

Scientific Reports, Год журнала: 2025, Номер 15(1)

Опубликована: Март 14, 2025

Agro-advisory through multimedia plays a crucial role for improving farmers' access to information and serves as ready reckoner the stakeholders make better informed decisions. Although there is existing research on multimedia-based agro-advisory services (MAS), remains significant gap in understanding psychological factors that affect their usage behaviour (UB), especially among agricultural stakeholders. This demands further investigation region-specific studies comprehensively address this devise target-based interventions uptake. The current study developed conceptual model by adapting well-established framework of Unified Theory Acceptance Use Technology (UTAUT) elucidate elements impact stakeholders' MAS behaviour. included constructs such effort expectancy (EE), self-efficacy (SE), credibility (CR), risk perception (RP), perceived benefit (PB), which was evaluated using exploratory confirmatory factor analysis followed covariance-based Survey Weighted Structural Equation Modeling (SWSEM) approach from responses 225 farmers Indo-Gangetic plains India. findings suggested EE, SE, CR sources are determinants benefits with Comparative Fit Index = 0.942, Tucker-Lewis 0.933, RMSE Approximation 0.063 SRMR 0.069 positively associated MAS. outcomes contribute literature offer valuable insights researchers, policymakers, academicians, extension advisory service providers.

Язык: Английский

MICE in Metaverse: Linking UTAUT 2 and Experiencescape

Advances in Hospitality and Tourism Research (AHTR), Год журнала: 2024, Номер unknown

Опубликована: Окт. 31, 2024

In an era where fourth industrial revolution is unfolding before our eyes and digital workplace making its advancements into everyday life, the international Meetings, Incentives, Conferences, Exhibitions (MICE) industry transforming under influence of metaverse. The present study unearths performance expectancy (PE), effort (EE), social (SI), facilitating conditions (FC), price value (PV), cognitive (C) affective (A) responses (R) as antecedents behavior intention to use MICE in From theoretical perspective, novelty originality current dwells portraying conceptual framework for consumer behavioral intentions (BI) towards metaverse based on stakeholder-centric approach. practical implications demonstrate that can offer end-users remote interaction with meaningful, immersive experiences consumers organically interact each other without losing sense belonging within community they engage navigate through various virtual worlds mirror best versions physical world.

Язык: Английский