Factors influencing the uptake of online distribution platforms among horticulture producers and exporters in Kenya
Date
2023
Authors
Waweru, G. K.
Journal Title
Journal ISSN
Volume Title
Publisher
Strathmore University
Abstract
In Kenya, the agricultural value chain has been negatively affected by the low digital literacy levels among small-scale farmers which have resulted in low adaptation and integration of modern technologies. Despite several studies focussing on the adoption of technology in agricultural activities, there has been minimal investigation of the uptake of distribution platforms such as Twiga foods which link farmers to the consumer thus eliminating the middle-men which is key to enhancing the benefits to farmers. This study focused on conducting an analysis of the factors affecting the uptake of online distribution platforms among horticulture producers and exporters in Kenya. The study specific objectives evaluated the effect of technological factors, market factors and resource factors on the uptake of online distribution platforms among horticulture producers and exporters in Kenya. The study was grounded on the technology acceptance model. The research adopted a positivist philosophy with a quantitative research design utilized in guiding the examination of the relationship between the research variables. The study population was the 36 operating in the Flower Member Company and 136 firms in the Fruits & Vegetables Company. The study conducted a survey among a sample of 122 firms that are currently registered by horticulture producers and exporters in Kenya. The research obtained a response rate of 85% which was considered adequate representation for the overall research; hence was used in the current survey. The findings revealed that 54% (n= 56) were using the platforms with 46% not using any online distribution platforms. The results showed that 28% very often used the platforms, 43% used the platform sometimes. The regression findings led to the conclusion that the uptake of online distribution platforms among horticulture producers and exporters is determined by technological, market and resource factors. Separately, market and resource factors have a significant and positive effect on the uptake of online distribution platforms among horticulture producers and exporters, while technological factors had a negative and insignificant effect. The study recommends increasing safety measures to ensure that customers data is protected and secure. With assured safety of their personal information, farmers uptake into online distribution systems will increase. The study recommended that the online distribution platforms should diversify their services offering to increase the uptake levels. The study further recommended increased market training and integration for the users of the online distribution platforms. With focused training on the market and its characteristics, farmers will appreciate the use of the platform and increase their uptake.
Description
Full- text thesis
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Citation
Waweru, G. K. (2023). Factors influencing the uptake of online distribution platforms among horticulture producers and exporters in Kenya [Strathmore University]. http://hdl.handle.net/11071/13451