Assessing the Feasibility of WhatsApp-Based Digital Extension Services for Paddy Farmers in Sri Lanka: Evidence from Ampara District.

Abstract

Agricultural extension services crucially enhance agricultural productivity and food security. Traditional extension systems constantly face serious drawbacks: inadequate communication between farmers and extension officers, limited extension staff capacity, and the slow delivery of timely information. These constraints are particularly evident in Ampara, a leading paddy-producing region in Sri Lanka. This study explored the potential of introducing a WhatsApp-based e-extension service system as an innovative, low-cost, and interactive communication tool. Primary data were collected through a pretested structured questionnaire from a sample of 150 paddy farmers in the Akkaraipattu East, Akkaraipattu West, and Sammanthurai agrarian service areas. Descriptive statistics, confirmatory factor analysis, and a Smart PLS structural model were adopted to assess relationships between key variables: perceived ease of use, perceived usefulness, attitude toward use, and behavioral intention. Findings showed that existing eextension platforms (Govi Nena, Govi Mithuru, and Krushi Advisor) face several challenges: ineffective communication (mean = 4.50, p = 0.001), lack of tailored solutions (mean = 3.79, p = 0.004), and information gaps (mean = 3.75, p = 0.003). Strong relationships were observed among perceived ease of use, perceived usefulness, and behavioral intention (path coefficients β = 0.83 and 0.91), suggesting that farmers find WhatsApp more accessible than existing e-sources, and ease of use becomes more effective for obtaining timely information in a trusted way (attitude toward using WhatsApp, β = 0.89). The study concludes that a WhatsApp-based extension system could significantly improve the accessibility of relevant agricultural information in a timely manner, which can strengthen realtime communication, deliver personalized guidance, and make extension services more accessible. This study offers meaningful insights for policymakers and extension agencies to modernize their approaches by embracing simple, farmer-friendly digital tools to boost agricultural productivity.