International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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FARMARKET: Enhancing Market Accessibility for Local Farmers Through a Digital Marketplace

Author(s) Mr. Rafael Francis Tolentino Acuña, Mr. Lawrence Manuel Mallari Baluyut, Mr. John Carlo Magtoto Dizon, Dr. Fernand Torres Layug, Dr. Joey Miranda Suba
Country Philippines
Abstract This study evaluates the acceptance and viability of FARMARKET, a digital marketplace system developed to enhance market accessibility for local farmers. By integrating direct farmer-to-consumer transactions, real-time messaging, and streamlined order management, the platform aims to bridge the gap between rural production and urban demand. Utilizing the Technology Acceptance Model (TAM), the research analyzed perceived usefulness (PU), perceived ease of use (PEU), and behavioral intention (BI) to adopt the platform. A mixed-methods design was employed, involving 70 local farmers and 5 IT experts through surveys, interviews, and user acceptance testing. Data analysis utilized thematic analysis for qualitative insights and descriptive statistics, including weighted means and standard deviations for quantitative metrics. Findings indicate that FARMARKET is perceived as a highly effective tool for bypassing traditional middlemen and increasing profit margins. IT experts validated the system’s technical reliability and its alignment with current agricultural digitalization trends. While results show a strong behavioral intention to adopt the system, the study identifies critical adoption challenges, including limited digital infrastructure and the need for specialized technical training. The research concludes that FARMARKET serves as a viable digital solution for localized trade. However, widespread success requires strategic investments in internet connectivity and user-focused training programs to fully realize enhanced market accessibility.
Keywords Agricultural digitalization, consumer connectivity, marketplace adoption, sustainable agriculture, technology acceptance
Field Biology > Agriculture / Botany
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-23
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.79240
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