Technology Acceptance Model in an Environmental and Organizational Context (evidence from Kazakhstan)

The aim of this paper is to investigate the impact environmental and organizational moderators on farmers’ e-commerce adoption behaviour. Data were collected from 384 wheat farmers in Kazakhstan. Descriptive analysis multiple group findings revealed that (i.e. government) had an insignificant effect relationship dependent variables (between behavioural intention usage behaviour). However, there a positive between independent (Perceived Usefulness, Perceived Ease Use, Social Influence, Facilititating Conditions, Compatibility) variable (behavioural intention).