Purpose

The study evaluates small marginal farmers’ (SMFs) potential behavior, attitude and trust in the adoption of innovative emerging technologies.

Design/methodology/approach

The study employed an agile multi-factor approach to conceptualize a digital marketplace to connect a supply chain ecosystem for stakeholders.

Findings

The empirical findings suggest that most SMFs are willing to embrace innovative technologies. Nonetheless, they lack the necessary technological oriented education, training and funds to innovate. However, their reluctance to adapt changes is attributable to their fear of losing past customs and practices; they were threatened by the reaction of intermediaries (arthyias) to the adoption of technologies, which could result in them suffering huge losses.

Originality/value

This innovative disintermediation business model has a significant potential to reduce information asymmetry, cost and hoarding – and can thus increase the SMFs’ profit margins. Agricultural technological innovations have a profound potential to impact their supply chain logistics positively by reducing the wastage of perishable food and thus enhancing the consumer experience.

中文翻译：

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通过拥抱创新技术促进农业创业：新兴经济体中小型农村企业的故事

目的

该研究评估了边缘小农 (SMF) 对采用创新性新兴技术的潜在行为、态度和信任。

设计/方法论/途径

该研究采用敏捷的多因素方法来概念化数字市场，为利益相关者连接供应链生态系统。

发现

实证结果表明，大多数 SMF 愿意采用创新技术。然而，他们缺乏必要的技术导向教育、培训和创新资金。然而，他们不愿适应变化是因为害怕失去过去的习俗和做法；他们受到中间人（arthyias）对技术采用的反应的威胁，这可能导致他们遭受巨大损失。

原创性/价值

这种创新的脱媒商业模式具有减少信息不对称、成本和囤积的巨大潜力，从而可以提高 SMF 的利润率。农业技术创新具有巨大的潜力，可以减少易腐烂食品的浪费，从而增强消费者体验，从而对供应链物流产生积极影响。