Analyzing Rice Farmers’ Intention to Adopt Modern Rice Technologies Using Technology Acceptance Model (TAM)

Abstract

This paper analyzes rice farmers’ intention to adopt modern rice technologies using the Technology Acceptance Model (TAM). Quantitative data were gathered through a survey among 404 rice farmers selected using three-stage sampling design. The empirical analysis was done using Partial Least Squares Structural Equation Modeling (PLS-SEM) via WARP PLS software version 3.0. The outcome of the hypothesized framework shows that perceived usefulness and relative advantage have a direct and significant influence on farmers’ attitude towards modern rice technologies. This implies that the perceived usefulness and relative advantage of the technology influences the positive or negative attitude of the farmers toward the technology. On the other hand, the model suggests that perceived convenience of the technology does not influence farmers’ attitude. Nevertheless, the hypothesized model demonstrates that farmers’ intention influences their decision to adopt modern rice technologies. The paper suggests that further studies be conducted to incorporate external variables in TAM.

German farmers’ intention to use autonomous field robots: a PLS-analysis

“…The technology acceptance is determined by various parameters, such as the economic feasibility of the technology, national policies and the legal situation resulting from these policies. For a new technology, like AFR, the acceptance among farmers is expressed essentially by the behavioural intention to use the technology, which has been partially supported by studies of technologies that are part way through the adoption process (e.g., Amin & Li, 2014;Far and Razaei-Moghaddam, 2015;Schukat et al, 2019;Ambong & Paulino, 2020). Therefore, the aim of this study was a first ex-ante quantification of the determinants influencing the behavioural intention of farmers to use AFR.…”

“…According to Venkatesh et al (2003) the use behaviour of a new technology is determined by the behavioural intention, which in turn is influenced by various factors (see "Theoretical framework" section). The link between behavioural intention and subsequent adoption has been partially supported by studies of technologies that are part way through the adoption process (e.g., Amin & Li, 2014;Far and Razaei-Moghaddam, 2015;Schukat et al, 2019;Ambong & Paulino, 2020). To this end, data were usually collected from different farmers (Ambong & Paulino, 2020;Schukat et al, 2019) or agricultural experts (Far and Rezaei-Moghaddam, 2015) via surveys or focus group discussions (Amin & Li, 2014) and analysed using partial least squares (PLS) models.…”

“…The link between behavioural intention and subsequent adoption has been partially supported by studies of technologies that are part way through the adoption process (e.g., Amin & Li, 2014;Far and Razaei-Moghaddam, 2015;Schukat et al, 2019;Ambong & Paulino, 2020). To this end, data were usually collected from different farmers (Ambong & Paulino, 2020;Schukat et al, 2019) or agricultural experts (Far and Rezaei-Moghaddam, 2015) via surveys or focus group discussions (Amin & Li, 2014) and analysed using partial least squares (PLS) models. A PLS model combines path analysis, principal component analysis and regression.…”

Use of mobile phone technologies for accessing agricultural marketing information by grape smallholder farmers: a technological acceptance model (TAM) perspective

“…PU refers to the user's probability that using a particular technology will improve job performance (Chan et al ., 2022; Mansour, 2020). Ambong and Paulino (2020) define PEOU as the degree of simplicity with the use of new technology. ATU deals with the favourable or unfavourable predisposition of users to behave in a particular manner towards the new technology (Senali et al ., 2022; Nur Fathin et al ., 2020).…”

Examining the Relationship Between the use of Mobile Phones and Extension Methods in Adoption of Groundnut Farming Practices in Northwestern Nigeria

“…Moreover, TAM was the first among its equals to propose that human psychological factors could influence the acceptance of technology. According to Ambong and Paulino (2020), perceived ease of use and perceived usefulness can elucidate the acceptance of the user towards a particular technology correspondingly. TAM was adapted in this study to determine how farmers' exposures to knowledge on improved groundnut practices disseminated via mobile phone, individual and group extension approaches, supplement them to find ease in use of the practices to their own situation and anticipate high returns that derived their attitude towards using the recommendations, behavioral intension to use and actual usage (adoption), as the dependent variable.…”