Jayashankar, Priyanka; Nilakanta, Sree; Johnston, Wesley J. - In: Journal of Business & Industrial Marketing 33 (2018) 6, pp. 804-821
Purpose: This paper aims to study the antecedents of Internet of Things (IoT) adoption among farmers and determine how trust in the technology influences its adoption when mediated by perceived value and risk. Through the conceptualization of trust and perceived risk, the authors factor in...