Determinants of Continued Use of Virtual Livestock Marketplaces: An Extended UTAUT2 Model of Farm Productivity and Business Sustainability among Ruminant Farmers in Jabodetabek

Authors

  • Ummi Endah Kiranastuti IPB University, Bogor, Indonesia
  • Ma'mun Sarma IPB University, Bogor, Indonesia
  • I Made Sumertajaya IPB University, Bogor, Indonesia

DOI:

https://doi.org/10.38035/gijea.v4i4.1287

Keywords:

UTAUT2, SEM PLS, Virtual Livestock Market, Individual Factors Moderation, Ruminant Farmers, Farm Productivity, Agribusiness Sustainability

Abstract

Inefficiencies and middleman price suppression in traditional livestock supply chains necessitate digital transformation in smallholder agriculture. This study analyzes the determinants of virtual livestock market continued use intention among existing smallholder ruminant farmers in Jabodetabek by extending the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with Individual Factors (age and income) moderation, and evaluates its downstream impacts on farm productivity and sustainability. Survey data from 200 smallholders selected via quota sampling were analyzed using SEM-PLS. The empirical results indicate that behavioral intention is substantially explained (R² = 76.7%), with Hedonic Motivation emerging as the primary driver, followed by Effort Expectancy, Habit, Price Value, Social Influence, and Performance Expectancy. Facilitating Conditions and direct Individual Factors are non-significant due to peri-urban infrastructure saturation, although Individual Factors significantly moderate six UTAUT2 adoption pathways. Furthermore, behavioral intention strongly drives actual use behavior (0.715), which is positively associated with farm productivity (R² = 52.0%) and multidimensional sustainability (R² = 47.5%). These findings highlight that user-friendly, engaging, and community-validated digital platforms are vital to strengthening smallholder agribusiness resilience and biosecurity.

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Published

2026-10-31

How to Cite

Kiranastuti, U. E., Sarma, M., & Sumertajaya, I. M. (2026). Determinants of Continued Use of Virtual Livestock Marketplaces: An Extended UTAUT2 Model of Farm Productivity and Business Sustainability among Ruminant Farmers in Jabodetabek. Greenation International Journal of Economics and Accounting, 4(4), 1549–1562. https://doi.org/10.38035/gijea.v4i4.1287

Issue

Vol. 4 No. 4 (2026): Greenation International Journal of Economics and Accounting (September - October 2026)

Section

Articles

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