Farmers' Persuasion towards ICT Tools for Agricultural Information Dissemination in Nay Pyi Taw Union Territory, Myanmar

Abstract

Aims: This study aimed to assess farmers’ persuasion towards information and communication technology (ICT) tools for agricultural information dissemination and to identify the factors influencing their attitudes within the framework of the Innovation-Decision Process. Study Design: A quantitative cross-sectional survey design was employed. Place and Duration of Study: The study was conducted in eight townships of Nay Pyi Taw Union Territory, Myanmar, in 2025. Methodology: A total of 400 farmers were selected using a structured questionnaire. Data were analysed using descriptive statistics, the Friedman test, and multiple linear regression analysis. A Persuasion Index (PI) was developed to classify farmers as having low, moderate, or high levels of persuasion towards ICT tools. Results: The findings showed that farmers had an overall moderate level of persuasion towards ICT tools, although a considerable proportion exhibited low persuasion. Among the ICT platforms, TikTok, Facebook, and YouTube achieved significantly higher persuasion scores than call centres, Viber, and mobile applications (Friedman test, p < 0.001). Regression analysis indicated that the composite value of innovation characteristics was the strongest predictor of persuasion across all ICT tools (p < 0.001). Farmers’ knowledge levels and localite communication channels also had significant positive effects on persuasion, whereas cosmopolite channels showed limited influence. The explanatory power of the models varied across platforms, with R² values ranging from 0.608 for Viber to 0.828 for mobile applications, indicating that the selected factors accounted for a substantial proportion of the variation in farmers’ persuasion. Conclusion: Farmers’ persuasion towards ICT tools remained moderate, highlighting the need to strengthen digital agricultural extension efforts in Myanmar. Improving user-friendly platform design, enhancing farmers’ digital literacy, and promoting locally relevant agricultural content may foster more favourable attitudes and encourage wider adoption of ICT-based extension services.