The Diffusion of Electronic Benefit Transfer (EBT) Technology at Illinois Farmers' Markets: Measuring the Perceived Attributes of the Innovation

摘要

This study examined Illinois farmers' market managers' perception of the electronic benefit transfer system (EBT) using the theory of diffusion of innovation. The previous conversion of food stamps to EBT made it difficult for low-income populations to access fresh fruits and vegetables at farmers' markets. Currently, 24% of farmers markets in the United States offer EBT services. The purpose of this study was to examine the characteristics of EBT technology to better understand how these attributeswere affecting the rate of its diffusion at Illinois farmers' markets. Factor analysis revealed 5 factors explaining 74.74% of the variance. Complexity, relative advantage, and trialability were found to be significant predictors of EBT adoption. Farmers' market managers may be more willing to adopt EBT when it is less complex, when they perceive it as better than the previous food stamps, and when they have a chance to try it before adopting.