TOWARDS A DIGITAL SUPPLY CHAIN AMONG RICE MILLERS: AN APPLICATION OF AJZEN MODEL
TOWARDS A DIGITAL SUPPLY CHAIN AMONG RICE MILLERS: AN APPLICATION OF AJZEN MODEL

Summary/Abstract: Despite advancements in technology worldwide, the understanding of digital supply chain is still in its early stages. The study focuses on Nigerian rice millers and employs the theory of planned behavior by Ajzen to investigate their intention to adopt digital supply chain. The research finds that previous studies have overlooked the role of perceived behavioral control in the relationship, thus the study examines its moderating effect on the relationship between attitudes and subjective norms and digital supply chain adoption. The research methodology involves a survey of 50 registered rice milling companies in Kaduna state, using a structural equation modeling (SEM) technique in conjunction with partial least squares. The findings reveal that a positive attitude and favorable subjective norms significantly influence digital supply chain adoption. Moreover, the study highlights that perceived behavioral control plays a significant moderating role between attitude and digital supply chain adoption.

• Details
• Contents