CHAPTER TWO

LITERATURE REVIEW

2.1 Theoretical Review

The Unified Theory of Acceptance and Use of Technology (UTAUT) explains the adoption of web-based information systems in agricultural marketing. It identifies four key determinants: performance expectancy, effort expectancy, social influence, and facilitating conditions (Uba, 2023).

Performance expectancy refers to the extent to which individuals believe that using technology will enhance their performance. For agricultural exporters, factors such as human capital, motivation, and social networks can strengthen this perception. Effort expectancy relates to the ease of using technology, which can be improved through training, user-friendly platforms, and technical support.

Social influence reflects how individuals are affected by others’ opinions, while facilitating conditions refer to the availability of infrastructure and support systems necessary for technology adoption. Training programs, success stories, and reliable internet access can significantly enhance adoption among agricultural exporters (Donmez-Turan, 2020).

2.2 Challenges in Accessing Agricultural Market Information

In many developing countries, agriculture plays a central role in economic development by contributing to GDP, employment, and food security. However, farmers and traders often face challenges in accessing timely and accurate market information. These challenges limit their ability to make informed decisions, negotiate prices, and maximize profits.

2.3 Features of a Web-Based Agricultural Marketing Information System

An effective agricultural marketing information system should provide real-time market prices, supply chain tracking, and demand forecasting. It should also feature a user-friendly, multilingual interface to accommodate users with varying levels of digital literacy.

Additional functionalities may include SMS alerts, weather updates, and predictive analytics tools to support decision-making. These features enhance transparency, reduce post-harvest losses, and improve market efficiency.

2.4 User Knowledge and Skills in Technology Adoption

User knowledge and skills are critical factors influencing the adoption of web-based systems. According to the Technology Acceptance Model (TAM), perceived usefulness and ease of use determine technology acceptance, both of which depend on user competence.

Individuals with higher digital literacy are more likely to adopt and effectively use such systems. Conversely, lack of knowledge and technical skills can lead to resistance. Training and capacity-building initiatives are therefore essential to enhance adoption rates and effective utilization.

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design

The study will adopt a descriptive research design using a quantitative approach. This design is appropriate for examining current conditions and relationships between variables in real-life settings (Creswell, 2013; Patton, 2002).

3.2 Area of Study

The research will be conducted in Kabale District.

3.3 Data Analysis

Data will be analyzed using SPSS software. Statistical techniques such as descriptive analysis, correlation, and regression will be applied to examine relationships among variables.

3.4 Data Collection Methods

The study will utilize the following data collection methods:

• Questionnaires
• Interviews