The influence of government support and awareness on rural farmers’ intention to adopt mobile government services in Tanzania

Purpose
Generally, this paper aims to develop a model by identifying factors which will assist policy makers in implementing m-government in Tanzania. The paper identifies direct and indirect factors which may influence adoption of m-government among the rural farmers in Tanzania.
Design/methodology/approach
The paper conducted a survey by using Drop Off/Pick Up method to collect data from rural farmers. Stratified and multi-stage sampling were used to collect 407 valid responses from rural farmers in Tanzania. Data collected were analyzed by using structural equation modeling (SEM).
Findings
The results show that government support has direct influence, while awareness has indirect influence through relative advantage, ease of use, compatibility and visibility. Furthermore, relative advantage, compatibility, ease of use, visibility and results demonstrability have direct influence on rural farmers intention to adopt m-government.
Originality/value
This study contributes to knowledge because no study in this area has been conducted in developing countries to examine factors that influence adoption of m-government. Furthermore, this study tests the mediating effects of perceived characteristics of innovation which have not yet been investigated to date.