Bailie, Kathleen Ann2025-02-172023Bailie, Kathleen Ann . (2023). Perspectives on data sharing by Southern African horticultural farmers [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/43887A research report submitted in partial fulfillment of the requirements for the degree of Master of Management in Finance & Investments to the Faculty of Commerce, Law, and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2023This study examines the perceptions of data sharing among Southern African horticultural farmers utilising a Digital Agricultural Application (DAA). Employing a quantitative methodology, the study collected insights from farmers and agronomists, exploring the roles of digital trust, perceived risks, and perceived benefits in influencing their decisions to share farm data. The findings indicated that, contrary to expectations, perceived risks and digital trust had a lesser impact on data sharing decisions, whereas perceived benefits significantly motivated farmers to share data. Factor and regression analyses challenged the initial assumptions, highlighting the complexity inherent in the decision-making processes of farmers. The research thus suggests that enhancing perceived benefits could be more effective in promoting data sharing than mitigating perceived risks. ii The study's results have been contextualised within the broader academic discourse, explaining deviations from, and nuances of, established research. It discussed the implications of these findings for developers of DAA and agribusiness stakeholders, aiming to enhance technology adoption within agriculture. By integrating theoretical frameworks with practical applications, such as incorporating community feedback mechanisms like testimonial systems and discussion forums into DAA, visibility of benefits was enhanced and trust was established, thereby encouraging adoption through positive peer influence. This analysis sheds light on the factors influencing data sharing among Southern African horticultural farmers and informs future technology and policy efforts to strengthen the digital agricultural ecosystemen© 2025 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.AgribusinessHorticultural FarmingData SharingTrustRiskBenefitsUCTDSDG-17: Partnerships for the goalsDissertationUniversity of the Witwatersrand, Johannesburg