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.