Title: Role of attitude as mediator of the perceived ease of use and behavioural intention relationship

Authors: Pranay Verma; Neena Sinha

Addresses: Footwear Design and Development Institute, A-10/A, Sector 24, Noida-201301, India ' Guru Gobind Singh Indraprastha University, Sector 16-C, Dwarka, New Delhi 110078, India

Abstract: This paper tests the technological acceptance model for mobile-based agricultural extension services. It uses perceived usefulness, perceived ease of use, attitude and social influence as the predictors of behavioural intention. This paper reaffirms the robustness of TAM for mobile-based agricultural extension services for the bottom of the pyramid section. It finds that the perceived ease of use is mediated by attitude while other predictors influence behavioural intention directly. It means that the attitude has to be addressed in order to make applications of agricultural extension services appear easy to use.

Keywords: perceived ease of use; PEOU; attitude; mediation; behavioural intention; ICT4D.

DOI: 10.1504/IJMCP.2017.085831

International Journal of Management Concepts and Philosophy, 2017 Vol.10 No.3, pp.227 - 245

Received: 22 Aug 2016
Accepted: 27 Jan 2017
Published online: 15 Aug 2017 *

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