Willingness to Pay for Smartphone-Based Plant Care Advisory Services: Evidence from Dang Xa Urban Area, Hanoi, Vietnam

Le Thi Thanh Loan; Bui Phuong Nhung

doi:10.54610/jeseg.v7i2.200

Authors

Le Thi Thanh Loan Vietnam National University of Agriculture
Bui Phuong Nhung Vietnam National University of Agriculture Hanoi, Vietnam

DOI:

https://doi.org/10.54610/jeseg.v7i2.200

Keywords:

Smartphone-based advisory services, Willingness to pay, Plant Care Advisory Services, Digital agricultural services, TAM

Abstract

In the context of digital transformation and urban agricultural development, smartphone applications providing plant care advice are becoming increasingly popular and are expected to bring many benefits to urban residents. However, the level of acceptance and willingness to pay for these services has not been fully studied. This study aims to analyze the willingness to pay (WTP) of urban residents for smartphone-based plant care advice services in the Dang Xa urban area, Hanoi. Data was collected from 115 households through direct surveys. The analysis methods included descriptive statistics, exploratory factor analysis (EFA) based on the Technology Acceptance Model (TAM), and multiple linear regression. The results indicate that the average WTP is estimated at 37,826 VND (approximately USD 1.46), with substantial variation across respondents. Regression results show that perceptions of the application's usefulness, income, and gender have a positive, statistically significant impact on residents' willingness to pay. Meanwhile, perceptions of ease of use and other demographic characteristics have not yet shown a significant impact. Based on this, the study proposes several policy and management implications to promote the development and expansion of digital plant care advisory services in urban contexts.

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