ASSESING ROMANIAN FARMERS’ MOTIVATION FOR DIGITALIZATION: A UNIFIED THEORY OF ACCEPTANCE AND USAGE OF TECHNOLOGY (UTAUT) BASED RESEARCH MODEL

Abstract

The digital agriculture adoption strive by farmers could be assimilated with the adoption efforts of the computer technologies (ICT) by their respective users in other professional fields. Therefore, this paper proposes the adaptation of the Unified Theory of Acceptance and Usage of Technology (UTAUT) model to explore the motivations for the use of digital tools by field crop farmers in Romania. The history of TAM and UTAUT is explored as well as the usage of UTAUT2 and UTAUT3 in digital agriculture adoption studies globally. Furthermore, comparison is also made with other farmer studies based on a different research architecture conceived also to explore their motivations to use digital agriculture tools. The proposed model is building on the decades long research and validation of the UTAUT model, and it will be employed in subsequent quantitative studies to evaluate the Romanian farmers’ motivations to embrace the digital agriculture technologies and practices. The paper is the outcome of the individual research done by the author and it was enhanced following academic debates and conference presentations. It is deemed to have a dual applicability, as a field tool for academic research but also provides guidance for companies developing digital tools for farmers in Romania and beyond.