Agricultural Technology Adoption as a Journey: Proposing the Technology Adoption Journey Map

Abstract

Agricultural technology plays a critical role in increasing productivity and modernizing the industry. Recognizing the importance of agriculture, governments devote significant public funds to research and development and creating an ecosystem for developing agricultural technology. While investing in new agricultural technology is important, it is also necessary to pay attention to technology adoption. For the technology to be sustainable, mass adoption is needed. This study proposes the technology adoption journey map (TAJM) to plan and study the farmers' technology adoption based on the Diffusion of Innovation (DOI) theory and the Customer Journey Map (CJM). The TAJM should reflect the five stages of the technology process, with further elaboration on the key touchpoints of the CJM adoption experience. The adopter's expectations and actions, as well as the actions of key stakeholders, are documented at each touchpoint. Because each adoption journey is different, the expected failures and recovery actions are recorded for each touchpoint. To facilitate the mass adoption of technology, this study suggests documenting the experiences of innovators and early adopters of the technology as a guide in building the technology adoption journey map of the early majority.