Acceptance of Agricultural Market Information System (AMIS) among the farmers in Bhutan: An Empirical Investigation Using Technology Acceptance Model (TAM)
Elangbam Haridev Singh *
School of Business Management, St. Joseph University, Nagaland, India.
Madan Gurung
Faculty of Finance and Statistics, Gedu College of Business Studies, Royal University of Bhutan, Bhutan.
*Author to whom correspondence should be addressed.
Abstract
In Bhutan, over 67% of the population, or those over the age of 40, are engaged in agriculture. The younger generations arrive last. Five family members make up the average household of an agricultural farmer. The majority of these farmers are men as well. The main crops grown in Bhutan are maize and rice, which are essential parts of the country's nutrition. Wheat, barley, oil seeds, potatoes, and different vegetables are further farmed crops. The two most significant veggies are potatoes and chili. Farmers continue to have insufficient access to markets, which is made worse by the nation's alarmingly high teenage unemployment rate. Bhutan is mostly an agricultural nation; thus, this is alarming. Over half of the population relies on agriculture as a source of income, and it is still the most promising sector in the nation.
Keywords: Natural pests, Bhutan, Disease resistance, agriculture, AMIS, TAM