FACTORS AFFECTING FARMERS' INFORMATION ACCESS BEHAVIOR IN PRODUCTION IN THE NORTHERN MIDLANDS AND MOUNTAINOUS AREAS, VIETNAM

Abstract

In the context of Vietnam's digital transformation and agricultural modernization, this study investigates the factors influencing farmers’ information access behavior in the Northern midland and mountainous regions. Using the Technology Acceptance Model, the data of 562 valid responses, and PLS-SEM method, we found some interesting results. The empirical results indicate that both perceived usefulness and perceived ease of use significantly affect farmers’ information-seeking behavior, with perceived usefulness also acting as a mediator. These findings highlight the importance of accessible and practically relevant information systems in promoting informed agricultural decision-making. Based on the model outcomes, the study proposes targeted solutions including communication programs, farmer training, infrastructure enhancement, and local support networks to improve information access and foster sustainable agricultural development in disadvantaged rural areas.