Farmers are small business leaders using available technology to remain competitive. The availability of technology is dependent on the suppliers' use of the marketing mix 4Ps theory--product, price, placement, and promotion. The purpose of this study was to determine how the relation between availability and accessibility influences the adoption by rural farmers of new technological innovations, specifically internet services. Results indicated availability factors (product, price, placement, and promotion) positively correlated to accessibility factors (perceived usefulness, ease of use, and behavioral intention). The study provides empirical support for an extended technology acceptance model (TAM) that includes availability factors as external variables. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]