Building technology trust in a rural agricultural e-marketplace: A user requirements perspective

Technologies that are widely perceived to bring value to users in the context of developed countries are not always readily adopted in the developed world. This study uses theories from trust literature to propose that, for users to adopt technology to enhance their effectiveness in terms of their livelihoods, they must be convinced that the technology will work in their best interests and will perform its intended purpose reliably or predictably. The user's experience with the technology must result in positive expectations with respect to its functionality, usefulness and reliability. Moreover, the manner in which the technology is conceptualised, designed and implemented will have a strong bearing on the user's perception of its trustworthiness. Rural users with limited experience of information and communication technologies (ICTs) are particularly sceptical about the role technology can play in their income-generating activities. Therefore, if technology is to be adopted successfully by its intended users, it is critical that an approach to software development should be used that enhances users' perceptions of its trustworthiness. This paper presents a model for the development of trustworthy applications for rural users with limited experience with ICTs. The model is based on an action research project involving the deployment of a voice-driven e-marketplace targeted at a rural aloe farming community. The model proposes that the manner in which requirements are defined and managed will influence the extent to which the users can trust the technology.