This proposal will assess how the present of new media, particularly internet, influence the agribusiness community in Indonesia in term of the way they communicate and make transaction. This media is not only useful to diffuse and exchange information quickly in wider geographical areas, but also to get the up to date agricultural information and develop network beyond conventional boundaries, conditions which are necessary for the survival of their business. For developing country like Indonesia and particularly in agribusiness sector, in general, internet is still considered as innovation. For this reason, it is useful to explore obstacles, potency, and social implications of this new digital technology in this sector. The study will answer question of how various agribusiness actors respond to this new media; why some agribusiness managements adopt it and why some others not. If they adopt it, then what type of information they usually deal with. Furthermore, it is useful to examine the agricultural networks, with regard to interrelationship and transaction between agricultural ecologies (like between the sellers and sellers with the buyers). Many factors, such as economic consideration (like scale of business), complexity, and trend could influence the adoption of the technology. Thus, it is necessary to examine the micro and macro factors which have associations with the adoption of the technology. Finally, this study will answer the social impact of this media: whether internet causes special type of communication gap in cyberspace –the digital divide? Combination of survey and in-depth interviews techniques will be applied for this study, which will be conducted in Indonesia.
Literature Review (12-15 pages)
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...internet (considered as “micro” factor), relative advantage (macro factor), and social compatibility (meso and macro factor) (Rogers, 2003). Then, several relevant demographic variables will also be postulated. As the consequences, there are three variables/questions that will be explored (see the diagram below). I will state each hypothesis, and then followed by the rationalization of the hypotheses and questions.
Perceived compatibility with organizational characteristic
Perceived difficulties
Perceived relative advantage
Perceived compatibility with social environment
Demographic factors
(Antecedents)
Adoption or not adoption of internet
Type of information and purpose of using internet
Segments of person to be in contact
Geographic location of stakeholders
(Consequences)
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