Developing a model to explore the information seeking behaviour of farmers
| Pages | 781-803 |
| Published date | 09 July 2018 |
| Date | 09 July 2018 |
| DOI | https://doi.org/10.1108/JD-04-2017-0065 |
| Author | M.G.P.P. Mahindarathne,Qingfei Min |
| Subject Matter | Library & information science,Records management & preservation,Document management,Classification & cataloguing,Information behaviour & retrieval,Collection building & management,Scholarly communications/publishing,Information & knowledge management,Information management & governance,Information management,Information & communications technology,Internet |
Developing a model to explore the
information seeking behaviour
of farmers
M.G.P.P. Mahindarathne
Faculty of Management and Economics, Dalian University of Technology,
Dalian, China and
Faculty of Animal Science and Export Agriculture, Uva Wellassa University,
Badulla, Sri Lanka, and
Qingfei Min
Faculty of Management and Economics, Dalian University of Technology,
Dalian, China
Abstract
Purpose –Generating an in-depth understanding of information needs and seeking behaviour is important both
for restructuring existing agricultural information systems (ISs) and for creating new ISs. Many information
seeking models have been developed over the years, most are narrowly focused on a specific role or discipline.
However, no such specific model has been developed in reference to agriculture or an allied discipline. Thus, the
purpose of this paper is to develop a model to explore the information seeking behaviour (ISB) of farmers.
Design/methodology/approach –The model proposed in this paper is based on Wilson’s model. The
theoretical insights and empirical evidences comprehended at the study were embedded into Wilson’s model
to develop a model that explores the ISB of farmers. The proposed model was quantitatively
evaluated using empirical data gathered through a survey of 289 farmers. Furthermore, the model was
qualitatively evaluated by subject experts against criteria of simplicity, comprehensiveness, exactness,
generality and clarity.
Findings –The key finding of this study is the model developed to explore the ISB of farmers. The adapted
model provides theoretical and empirical bases for exploring farmers’ISBs. Thus, the model will be useful in
developing valuable design insights to apply to user-centred agricultural ISs.
Originality/value –The originality of this study relates to its demonstration of how existing models can be
reconsidered and adapted based on related literature and then tested and presented as adapted models.
The proposed model will be useful to promote informational studies in agriculture.
Keywords Information technology, Information systems, Information research, Information,
Modelling, Information modelling, Information seeking behaviour (ISB), ISB models,
Information seeking behaviour of farmers
Paper type Research paper
1. Introduction
Agriculture remains central for food production, generating income and employment, and
deliver in environmental services. Furthermore, recent food crises and growing concerns
about global climate change have placed agriculture on top of the international agenda
(Food and Agriculture Organisation (FAO), 2013). Thus, it is said that the twenty-first
century agriculture is being challenged like never before (Gunawardana and Sharma, 2007).
As a complex socio-economic activity, agriculture entails complex decision making that
requires the gathering of a vast amount of information from various sources and channels.
All over the world, informati on and communication techno logies (ICTs) have
revolutionized information and communication systems across all fields and disciplines.
ICTs’potential to facilitate agriculture has been widely acknowledged (Aker, 2011; Brewster
et al., 2012; FAO, 2013; Qaisar et al., 2011). Over the past 30 years, ICTs have been introduced
into the agriculture and food sectors, improving food production and transportation
(Brewster et al., 2012). Information access of farmers in developed countries has transformed
Journal of Documentation
Vol. 74 No. 4, 2018
pp. 781-803
© Emerald PublishingLimited
0022-0418
DOI 10.1108/JD-04-2017-0065
Received 28 April 2017
Revised 27 July 2017
29 January 2018
Accepted 7 February 2018
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0022-0418.htm
781
Information
seeking
behaviour of
farmers
over the past two decades through the increasing digitisation of the industry and
government information and services (Starasts, 2015). Current applications of computers
and ICTs in agriculture range from making a simple mobile call to access information to the
use of advanced applications like mobile-mediated agricultural information, e-agriculture,
m-agriculture, cyber extension, and precision agriculture systems through informatics of
cultivation and mechatronic technologies and agriculture resource planning via global
positioning systems and global information systems. Hence, unlike in the past, agriculture
development is increasingly becoming knowledge oriented rather than resource oriented.
However, in developing countries, the success of ICT applications in agriculture has been
hindered by a set of design-related, economic and socio-cultural factors (Kughur et al., 2014;
Khalil Moghaddam and Khatoon-Abadi, 2013). As a result, finding the right information
within the context in which information is required in a timely manner is still being a
challenge in developing world agriculture (Walisadeera et al., 2015).
An information system (IS) is the outcome of a design process, rather than the result of
random emergence (Fidel, 2012). Therefore, employing cardinal axioms of good design early
and throughout the design life cycle gives rise to systems that are easy to learn, increase
user productivity and satisfaction ( Johnson et al., 2005). In designing an IS, the emphasis
should be placed less on design and more on learning what the farmers do and how they act,
and not only letting researchers design their own views of farm management decisions
(McCown, 2002). Therefore, regular studies are important for updating farmers’information
needs (Kalusopa, 2005). Such longitudinal studies are necessary because the level of need for
similar information may differ over time and between persons or groups depending on a
variety of factors (Kaniki, 2001). Moreover, information needs and seeking are context
specific, therefore, gaining a better understanding about the context is important in
researching information needs and seeking (Vakkari et al., 1997). Further, learning about
informational needs, intended users, users’characteristics, tasks and analysing physical
and social environments are some of the key best practices in user-centred designing
( Johnson et al., 2005). Consequently, generating an in-depth understanding of information
needs and seeking behaviours is important both for restructuring existing agricultural ISs
and for creating new ISs. However, despite their importance, few informational studies have
been conducted on developing world agriculture. Thus, to date there is a knowledge gap
with regard to agricultural information needs when rural farmers from the developing
countries are considered (Elly and Silayo, 2013).
ISIS has become a very popular discipline of research with a great diversity in terms of
the field of application, methodologies adopted, unit/level of analysis, etc. ( Ji et al., 2007).
Thus, a number of information seeking models have been developed, and often the case that
models are narrowly focused on a task, discipline or job (Case, 2012). However, the literature
shows that no exclusive frameworks or models have been developed to facilitate
information seeking studies in agriculture. As a result, informational studies on agriculture
are very diverse in terms of the concepts and methodologies adopted, and most do not
reference any theoretical framework or model. Against this backdrop, it would be pertinent
to develop a model to facilitate the investigation of information seeking behaviours (ISBs)
in agriculture.
Accordingly, this study sets out to develop a model to study farmers’ISB. The model
proposed in this paper is based on Wilson’s model. The adapted model provides theoretical
and empirical bases for exploring farmers’ISBs. Thus, the model will be useful in
developing valuable design insights to apply to user-centred agricultural ISs. The remainder
of the paper is structured as follows. The next section defines the main concepts used in the
study. Then, the research methodology employed is explained in detail. The results obtained
are presented, followed by a discussion of findings, theoretical and practical implications,
study limitations and implications for further research.
782
JD
74,4
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