ICT adoption in developing countries: perspectives from small-scale agribusinesses

Purpose The purpose of this paper is to critically examine how social augmented parameters impact on the effective adoption of Information and communication technology (ICT) by small scale agribusinesses operating in Southeast Nigeria. The relevance of incorporating social imperatives in scholarship focused on technology adoption is due to its role in sustaining the process of adoption and diffusion. Design/methodology/approach Data were gathered from a focus group made up of twenty-seven Agribusiness proprietors affiliated with a state cooperative based in the south-eastern Nigerian state of Ebonyi. Findings This article puts forward an argument that to ensure successful diffusion of innovation, a balance must be maintained between the amount of effort expended in the design of ICT and social factors such as language and traditional life. We find that a willingness of indigenous ICT users is particularly influenced by the recognition and incorporation of visible social imperatives during the adoption process.