Perceived and Attitudes Influencing Intention to Adopt New Technology for Farm Production: A Case Study of Farmers at Nakhon Ratchasima Province Thailand

Chanawut Mahattanakhun; Adisak Suvittawat

doi:10.26668/businessreview/2023.v8i5.2111

Authors

Chanawut Mahattanakhun https://orcid.org/0009-0009-0354-0081
Adisak Suvittawat https://orcid.org/0000-0001-5225-5804

DOI:

https://doi.org/10.26668/businessreview/2023.v8i5.2111

Keywords:

Perceived Usefulness, Perceived Behavioral Control, Attitude, Behavioral Intention, Farmers to Adapt Technology

Abstract

Purpose: The purpose of this research is to study the factors that influence the acceptance of technology among farmers and their ability to adapt to changing times in agriculture, focusing on Thai farmers.

Theoretical framework: The theory was intended to explain an individual’s decision in behavioral technology acceptance, which is determined by three factors: attitudes, subjective norms, and perceived behavioral control. Attitudes refer to an individual’s behavioral assessment which is a consequence of experience and environment that can lead people to perform individual behavior, both positive and negative, those individuals can motivate by their attitudes and perform different behaviors depending on their environment.

Design/methodology/approach: The study constructs a model to explain the causal factors in relation to usefulness, control, attitude, and intention. Data was collected from a sample group of 420 registered farmers with the Ministry of Agriculture and Cooperatives who grow economic crops (rice, cassava, corn, sugarcane) using questionnaires.

Findings: It was found that attitude has the greatest influence on the intention to use technology. This implies that good attitude towards new technology, especially technology that is not yet widely distributed, has a significant impact on the intention to use technology. The attitude mediate has relationship between usefulness and intention.

Research, Practical & Social implications: We recommend that the future research should have widen areas for results calibration.

Originality/value: The results indicate that these finding can guide both the government and private sector in supporting agricultural technology to enable sustainable long-term growth for farmers and as a guideline for farmers to adapt their operations to the changing times.

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