UTAUT2-DataSet.xlsx

The technology provider firms are bringing new mobile applications (m-apps) with increasing frequency in the agriculture markets to enhance markets access and related pecuniary benefits for the farmers. Considering the importance of technology adoption to achieve such objectives, the data set consists of factors that influence adoption of agri-marketing mobile applications among farmers. Our research extended unified theory of acceptance and use of technology 2(UTAUT2) in agri marketing m-apps using structural equation model (SEM). The survey consisted of 496 farmers intention to adopt agri marketing m-apps.