Muli, Denis2021-01-222021-01-222015Muli, D (2015) Factors affecting attitude towards cellular phone usage in coffee extension services: a case of selected villages of Nyasa district, Masters dissertation, University of Dar es Salaam, Dar es Salaamhttp://41.86.178.5:8080/xmlui/handle/123456789/14240Available in print form, EAF Collection, Dr. Wilbert Chagula Library, (THS EAF S494.5.C6M84)This study intended to analyze factors that influence farmers’ attitudes toward cellular phone usage in coffee extension services. The motivation behind the study was to address issues of insufficient manning in coffee extension service by using intervention approaches based on cellular phone applications. The model of the study was designed based on Technology Acceptance Model (TAM). Four constructs of Perceived Usefulness (PU), Perceived Ease of Use, Perceived Constraints and Attitudes toward usage was integrated in the model and Attitudes toward usage being the influence of Perceived Usefulness (PU) on Attitudes toward usage (ATU) to assess the influence of Perceived Ease of Use (PEOU) Attitudes toward usage (ATU), and to assess the influence of Perceived Constraints (PU) on Attitudes Toward cellular phone Usage (ATU) in coffee extension services. A quantitative research method was used based on cross-sectional research design because the researcher aimed at collecting information from specific sample of the population only at once. A sample of 80 individuals was generated from a population of 1200 coffee growers, using a systematic sampling and purposive sampling. data were analyzed using multiple regression analysis. The findings indicated that both Perceived Ease of cellular phone usage and Perceived Usefulness significantly influenced the coffee growers Attitudes Toward Usage in coffee Extension services. From hypothesis test it was observed that, Perceived Constraints had no significant influence on Attitudes Toward Usage (ATU) in coffee extension services. It was further concluded that, coffee growers are ready to use M-Applications for extension services provided that they are user friendly and have benefits attributed to them.enAgricultural information networksCell phonesAgricultural extension workCoffee farmersNyasa districtTanzaniaThesis