Adoption Of Behaviors Research Articles

Path-Based Formulations for the Design of On-demand Multimodal Transit Systems with Adoption Awareness

This paper reconsiders the On-Demand Multimodal Transit Systems (ODMTS) Design with Adoptions problem (ODMTS-DA) to capture the latent demand in on-demand multimodal transit systems. The ODMTS-DA is a bilevel optimization problem, for which Basciftci and Van Hentenryck proposed an exact combinatorial Benders decomposition. Unfortunately, their proposed algorithm only finds high-quality solutions for medium-sized cities and is not practical for large metropolitan areas. The main contribution of this paper is to propose a new path-based optimization model, called P-Path, to address these computational difficulties. The key idea underlying P-Path is to enumerate two specific sets of paths which capture the essence of the choice model associated with the adoption behavior of riders. With the help of these path sets, the ODMTS-DA can be formulated as a single-level mixed-integer programming model. In addition, the paper presents preprocessing techniques that can reduce the size of the model significantly. P-Path is evaluated on two comprehensive case studies: the midsize transit system of the Ann Arbor – Ypsilanti region in Michigan (which was studied by Basciftci and Van Hentenryck) and the large-scale transit system for the city of Atlanta. The experimental results show that P-Path solves the Michigan ODMTS-DA instances in a few minutes, bringing more than two orders of magnitude improvements compared with the existing approach. For Atlanta, the results show that P-Path can solve large-scale ODMTS-DA instances (about 17 millions variables and 37 millions constraints) optimally in a few hours or in a few days. These results show the tremendous computational benefits of P-Path which provides a scalable approach to the design of on-demand multimodal transit systems with latent demand. History: Accepted by Andrea Lodi, Design & Analysis of Algorithms—Discrete. Funding: This work was partially supported by National Science Foundation Leap-HI [Grant 1854684] and the Tier 1 University Transportation Center (UTC): Transit - Serving Communities Optimally, Responsively, and Efficiently (T-SCORE) from the U.S. Department of Transportation [69A3552047141]. Supplemental Material: The software that supports the findings of this study is available within the paper and its Supplemental Information ( https://pubsonline.informs.org/doi/suppl/10.1287/ijoc.2023.0014 ) as well as from the IJOC GitHub software repository ( https://github.com/INFORMSJoC/2023.0014 ). The complete IJOC Software and Data Repository is available at https://informsjoc.github.io/ .

Blockchain Technology Adoption Through the UTAUT Model

This paper studies the adoption of blockchain technology under the scope of the Unified Theory of Acceptance and Use of Technology (UTAUT). Previous results on Management Information Systems (MIS) research are divergent about the significance of UTAUT variables in explaining the adoption behaviour of blockchain technology. The paper focuses on this specific concern and tries to contribute to existing studies by testing the model in a specific context (Tunisia) and by considering the individual variable “trust in technology” as a mediating one. For this aim, a structural equation approach is adopted among 95 Tunisian professional respondents operating in technology-based sectors. The findings stipulate the importance of facilitating conditions and performance expectancy as drivers of the adoption intention. Additionally, the study reveals that trust in technology is significant in its mediating role in influencing the intention of adoption with the facilitating conditions and the social influence constructs. Moreover, the paper uncovers a direct relationship with the same variable. These findings provide valuable insights for both researchers and practitioners in understanding the factors that influence blockchain technology adoption in the Tunisian context and stress the indirect role of trust in technology with which decision-makers should be concerned.

Digital technology-enabled AEC project management: practical use cases, deployment patterns and emerging trends

PurposeDespite extensive academic research related to digital technologies (DT), their integration into architecture, engineering and construction (AEC) projects lags in practice. This paper aims to discover DT deployment patterns and emerging trends in real-life AEC projects.Design/methodology/approachA case study methodology was adopted, including individual case analyses and comparative multiple-case analyses.FindingsThe results revealed the temporal distribution of DT in practical AEC projects, specific DT products/software, major project types integrated with digital solutions, DT application areas and project stages and associated project performance. Three distinct patterns in DT adoption have been observed, reflecting the evolution of DT applications, the progression from single to multiple DT integration and alignment with emerging industry requirements. The DT adoption behavior in the studied cases has been examined using the technology-organization-environment-human (TOE + H) framework. Further, eight emerging trend streams for future DT adoption were identified, with “leveraging the diverse features of certain mature DT” being a shared recognition of all studied companies.Practical implicationsThis research offers actionable insights for AEC companies, facilitating the development of customized DT implementation roadmaps aligned with organizational needs. Policymakers, industry associations and DT suppliers may leverage these findings for informed decision-making, collaborative educational initiatives and product/service customization.Originality/valueThis research provides empirical evidence of applicable products/software, application areas and project performance. The examination of the TOE + H framework offers a holistic understanding of the collective influences on DT adoption. The identification of emerging trends addresses the evolving demands of the AEC industry in the digital era.

VERIFYING THE DETERMINANTS OF BLOCKCHAIN ADOPTION INTENTION: A META-ANALYSIS ON SUPPLY CHAIN STUDIES

Numerous significant variables for the adoption of Blockchain technology in supply chains have been identified empirically. These variables, which influence adoption behavior in a variety of contexts, are discussed theoretically using technology acceptance theories and various other theories and methodological approaches. Given that research have been undertaken in many contexts, it is necessary to validate the previously proposed relationships between factors that facilitate blockchain adoption and the intention to utilize blockchain technology. Therefore, the purpose of this study is to investigate and validate the critical variables that stand out in related studies by using meta-analysis. 38 studies published in SSCI and SCI-E-indexed journals were used after searching WoS, Scopus, and Google Scholar databases and employing various filtering criteria. In addition to the variables considered in the most widely accepted technological, environmental, and organizational classifications, the research results disclose newly emerging or relatively less interesting variables. While the study's empirical findings have managerial implications, this study also provides suggestions for future research agendas.

Grammarly adoption among higher-education students in Yogyakarta

<p>Education has experienced significant changes due to recent advances in information technology. Technological developments, such as Grammarly, are pivotal in enhancing language education, benefiting learners of English as a Second Language. This research's primary objective is to examine the impact of online ad exposure and reference groups on the adoption of Grammarly while considering trust as the mediating role. This research utilized a quantitative approach by surveying 120 higher-education students in Yogyakarta. The analysis technique used in this research is path analysis using the SmartPLS program. Based on hypothesis testing, online ad exposure and reference groups have a positive and significant impact on Grammarly adoption behavior, where trust takes the role of full mediation on the relationship between online ad exposure and adoption behavior. Meanwhile, trust serves as partial mediation in the relationship between reference groups and adoption behavior. Furthermore, the managerial implications the researcher can suggest for Grammarly are to improve the performance of the features offered further, where improvements to the feedback provided by Grammarly should be more contextual and relevant.</p>

How Does the Certification Policy of Agricultural Products Affect the Adoption of Green Production Technologies by Farmers?—An Integrated Study

This paper studied the influence of agricultural product certification policy on the adoption of green prevention and control technology by farmers. Firstly, we used SPSS24.0 software to analyze the influence mechanism between farmers’ behavioral attitudes, subjective norms, perceived behavioral control, safety responsibility awareness and farmers’ green prevention and control technology adoption. Then, hierarchical regression analysis was used to test the hypotheses proposed in the study, and the effects of farmers’ behavioral attitudes, subjective norms, perceived behavioral control, and policy incentives and constraints related to agricultural product certification on the behavioral intention and behavior of adopting green prevention and control technology were studied. The results showed that the behavioral attitude, adoption intention and policy incentives contained in the agricultural product certification policy had significant effects on the adoption opinions and adoption behaviors of farmers’ green prevention and control technology, but the effect of policy constraints on the adoption behaviors was not obvious. Finally, according to the research conclusions, we put forward policy suggestions from three aspects: publicity, guidance and research and development.

Use of Digital COVID-19 Exposure Notifications at a Large Gathering: Survey Analysis of Public Health Conference Attendees.

WA Notify was Washington State's smartphone-based COVID-19 digital exposure notification (EN) tool, which was used to help limit the spread of COVID-19 between November 30, 2020, and May 11, 2023. Following the 2022 Washington State Public Health Association Annual Conference, attendees who had WA Notify activated began receiving ENs alerting them to a possible COVID-19 exposure during the conference. A survey was emailed to all conference attendees to measure WA Notify adoption, mechanisms through which attendees received ENs, and self-reported engagement in protective behaviors postexposure. This study aimed to learn more about the experiences of WA Notify adopters and nonadopters who may have been exposed to COVID-19 at a large group gathering. A web-based survey administered through REDCap (Research Electronic Data Capture; Vanderbilt University) was sent to all attendees of the Washington State Public Health Association conference. Self-reported demographic information and characteristics of respondents were summarized. Regression models were used to estimate relative risks to compare WA Notify adoption and testing behaviors between groups. Of the 464 total registered attendees who were sent the survey, 205 (44%) responses were received; 201 eligible attendees were included in this analysis. Of those, 149 (74%) respondents reported having WA Notify activated on their phones at the time of the conference. Among respondents with WA Notify activated, 54% (n=77) reported learning of their potential exposure from a WA Notify EN. Respondents who reported that they did not have WA Notify activated and learned of their potential exposure via the event-wide email from conference organizers were 39% less likely to test for COVID-19 compared to respondents with WA Notify activated who learned of their potential exposure from the email (relative risk 0.61, 95% CI 0.40-0.93; P=.02), and this gap was even larger when compared to respondents who learned of their exposure from a WA Notify EN. The most commonly cited reason for not having WA Notify activated was privacy concerns (n=17, 35%), followed by not wanting to receive ENs (n=6, 12%) and being unaware of WA Notify (n=5, 10%). Digital EN systems are an important tool to directly and anonymously notify close contacts of potential exposures and provide guidance on the next steps in a timely manner. Given the privacy concerns, there is still a need for increasing transparency surrounding EN technology to increase uptake by the public if this technology were to be used in the future to slow the spread of communicable diseases.

The emergence of pesticide-free crop production systems in Europe.

Pesticide risk reduction is a priority in European agricultural policies, but how to reach these targets remains an open question. Against this background, a novel approach for transforming pest management practices is currently gaining momentum in Europe: pesticide-free, non-organic production systems. These involve the non-use of pesticides in parts of crop rotations or entire crop rotations but do not comply with other organic farming regulations. Here we present insights into the first real-world examples of such systems, in Switzerland and Germany. In both countries, pesticide-free production was initiated jointly by farmers and downstream actors some years ago. This was followed by the launch of public support schemes in 2023. We discuss the functioning and impacts of these examples, as well as farmers' adoption behaviour. Compared with organic production, the reviewed pesticide-free production schemes are more flexible and have lower adoption hurdles for farmers, as well as lower yield losses. These characteristics facilitate the large-scale adoption of pesticide-free production systems. Moreover, pesticide-free can become a clear-cut and simple production standard. Pesticide-free production can thus be a disruptive approach to create a tangible 'third way' between conventional and organic production. However, there are various adoption barriers and pesticide-free production would not currently be profitable without support in most cases.

Understanding the diffusion of AI-generative (ChatGPT) in higher education: Does students' integrity matter?

ChatGPT, an AI-powered language model, is revolutionising the academic world. Scholars, researchers, and students use its advanced capabilities to achieve their educational objectives, including generating innovative ideas, delivering assignments, and conducting extensive research projects. Nevertheless, the use of ChatGPT among students is contentious, giving rise to significant apprehensions regarding integrity and AI-facilitated deceit. At the same time, scholarly communities currently need more well-defined standards for adopting such academia-oriented technology. This study aims to determine students' use of ChatGPT using the Unified Theory of Acceptance and Use of Technology (UTAUT) and Social Cognitive Theory (SCT), notably the role of students' integrity in determining adoption behaviour. The analysis of 921 responses demonstrated that the utilisation of ChatGPT is influenced positively by performance expectancy, social influence, educational self-efficacy, technology self-efficacy, and personal anxiety. Conversely, student integrity was found to negatively impact usage. Remarkably, student integrity has a positive moderating effect between effort expectancy and ChatGPT usage. At the same time, it has a negative moderating effect on the link between performance expectancy and technology self-efficacy with ChatGPT usage. Hence, we propose that the academic community, AI language model developers, publishers, and relevant stakeholders collaborate to establish explicit rules for the utilisation of AI chatbots in an ethical manner for educational purposes.

From theory to practice: An integrated TTF-UTAUT study on electric vehicle adoption behavior.

In Industry 4.0, the adoption of new technology has played a major role in the transportation sector, especially in the electric vehicles (EVs) domain. Nevertheless, consumer attitudes towards EVs have been difficult to gauge but researchers have tried to solve this puzzle. The prior literature indicates that individual attitudes and technology factors are vital to understanding users' adoption of EVs. Thus, the main aim is to meticulously investigate the unexplored realm of EV adoption within nations traditionally reliant on oil, exemplified by Saudia Arabia. By integrating the "task technology fit" (TTF) model and the "unified theory of acceptance and usage of technology" (UTAUT), this research develops and empirically validates the framework. A cross-section survey approach is adopted to collect 273 valid questionnaires from customers through convincing sampling. The empirical findings confirm that the integration of TTF and UTAUT positively promotes users' adoption of EVs. Surprisingly, the direct effect of TTF on behavioral intentions is insignificant, but UTAUT constructs play a significant role in establishing a significant relationship. Moreover, the UTAUT social influence factor has no impact on the EVs adoption. This groundbreaking research offers a comprehensive and holistic methodology for unravelling the complexities of EV adoption, achieved through the harmonious integration of two well-regarded theoretical frameworks. The nascent of this research lies in the skilful blending of technological and behavioral factors in the transportation sector.

Gamification in E-banking and E-wallets and Customer’s Loyalty

Gamification is a growing trend that significantly impacts consumer behavior, particularly in the development of gamification software in e-banking and e-wallets. Understanding how gamification affects existing customers is crucial to the success of these applications. To address this, we developed a study proposing a conceptual model that assesses the impact of variables such as gamification, perceived ease of use, perceived usefulness, reward, emotional motivation, benefit motivation, intended use behavior, and customer loyalty. The reward factor indirectly impacts both motivations for customer loyalty. This model can be used by scholars to study technology adoption behavior related to gamification in service industries. The study collected a sample of over 300 Gen Z individuals and used both quantitative and qualitative research methods, including the 5-point Likert scale and software such as SPSS and SMART PLS to analyze the data and test the SEM model. The findings provide valuable insights into the application of gamification as a novel marketing strategy, which can help ensure user loyalty and attract more potential customers, thereby increasing business revenue. Overall, this study contributes to understanding the impact of gamification in e-banking and e-wallets.

Together forever? How customer co‐creation affects the adoption of digital service innovations over time

AbstractThis study delves into the intricate relationship between customers' willingness to co‐create (WCC) and the required level of co‐creation (LCC) for effective service innovation adoption. In response to recent findings suggesting a “co‐creation sweet spot,” beyond which additional co‐creation activities have detrimental effects, this research aims to provide both theoretical and empirical insights into this phenomenon. Unlike previous investigations focusing on either the willingness to co‐create or the level of co‐creation at a particular point in time and overlooking potential interactions, our study considers their interactions over time, acknowledging that revenue for most digital services is generated through ongoing customer usage. Utilizing longitudinal data from 352 participants across four waves and employing structural equation modeling, our analysis reveals a nuanced pattern. Customers' willingness to co‐create predominantly shapes usage intention in the pre‐adoption stage, while the level of co‐creation becomes a critical driver for continuous usage in the post‐adoption stages. Further analysis using response surface analysis with polynomial regression confirms a specific matching logic: customers with low (high) willingness to co‐create expect a low (high) level of co‐creation from a service innovation. From a theoretical perspective, our findings contribute to bridging the research gap concerning an optimal co‐creation level, offering insights into psychological processes underlying the co‐creation sweet spot. Furthermore, we also shed light on temporal aspects of the interplay between willingness to co‐create and the level of co‐creation, offering a more holistic perspective on their joint influence on adoption behavior. From a managerial perspective, our study challenges the traditional assumption that more co‐creation naturally leads to better outcomes. It emphasizes the significance of tailoring the level of co‐creation in digital service innovations based on customers' intrinsic willingness. This strategic customization aligns with the evolving landscape of digital service innovation, offering practical insights for managers striving to optimize their co‐creation strategies.

Adoption determinants of improved cassava varieties and intercropping among East and Central African smallholder farmers

AbstractA key constraint to cassava productivity in Africa is the lack of adoption of improved cassava varieties tolerant to pests and diseases. To understand the drivers of adoption behavior, we examine the simultaneous adoption of improved cassava varieties and intercropping by 1200 smallholder farmers in Malawi, Tanzania, and Uganda. Using a linear model, we find that varietal characteristics, such as yield and early maturity, are critical drivers of adoption. Access to extension and credit is associated with an increase in the attractiveness of yield‐improving characteristics. We conclude that a more targeted extension approach would increase technology adoption in these countries.

Mediating Role of Social Media in Medical Tourism Visit Decision: A Behavioural Perspective

Social media (SM) has become the main communication medium for both personal and professional communication on a global scale. Despite its many benefits, it is challenging to persuade consumers to accept and use SM as a platform for exchanging health-related information. In contrast to other businesses where individuals utilise social media to freely share their real-life experiences, marketing medical tourism through interactive communication creates several hurdles owing to sensitive matters such as patient health and underlying risk. Healthcare providers' advertising activities and medical tourists' choices to visit are becoming increasingly reliant on social media platforms. Potential medical tourists should use this technology to benefit from SM and learn more about health care. The goal of this research was to see if SM impacts a person's decision to travel to a medical tourism destination. The researcher’s major focus was on social media platforms as a mediator element for medical tourists, as well as their effect on decision-making. To better understand how new technologies are adopted and utilised, the Unified Theory of Acceptance and Use of Technology (UTAUT) and Theory of Planned Behaviour (TPB) were used to research new technology adoption and user behaviour, respectively. These will serve as the study's fundamental hypotheses. The Statistical Package for Social Sciences (SPSS) and Structural Equation Modelling (SEM) - Partial Least Squares (PLS) will be utilised for data analysis. This study's participants will be medical tourists seeking treatment in Malaysian private hospitals.

Does Quality Certification or Product Diversification Improve the Performance of Small and Medium Enterprises?

This study utilizes a Cobb–Douglas production function and an instrumental variables regression approach to analyze the impact of quality certification and product diversification on asset productivity at the firm level. Analyzing a panel dataset of approximately 2500 firms from 2011, 2013, and 2015 showed that regional norms significantly influence adoption behaviors, which vary across industries and business types. The study reveals that firms employing computers and those with a larger scale are more inclined to adopt these strategies. The results showed that quality certification enhances asset productivity by approximately 26%, highlighting its positive role. In contrast, firms with diversified products exhibit about 18% lower asset productivity than mono-product firms, suggesting a trade-off inherent in diversification. The study concludes with policy recommendations emphasizing the promotion of quality certification while carefully considering the complexities and potential inefficiencies arising from product diversification strategies.

Factors shaping the adoption of sustainable vegan diets

AbstractThe quality and choices of food contribute significantly to human well‐being and support the development of healthy communities worldwide. Despite being the world's largest vegetarian nation, India predominantly follows lacto‐vegetarianism, allowing dairy consumption and creating a distinct dietary landscape shaped by influences from religious, social, and cultural beliefs. This complexity, where dairy and cultural‐religious factors play pivotal roles, makes India a compelling and unique case for understanding the intricacies of adopting vegan dietary preferences. In the present study, an integrated model derived from the health belief model (HBM), the value attitude behavior (VAB) model, and social stigma was adopted as the theoretical framework. The study analyses the interactive effect of perceived benefits, barriers, environmental beliefs, health beliefs, and anti‐speciesism values, with the novel inclusion of social stigma as an independent variable affecting attitudes and intentions toward adopting a vegan diet. To achieve its objective, the study employed a quantitative methodology, recording consumers' responses through a structured questionnaire. The analysis encompassed 504 valid responses from Indian consumers from diverse backgrounds and varied locations. The result unveiled several noteworthy and unique trends. It was found that perceived benefits had a positive impact, while perceived barriers had a negative impact on the health beliefs associated with a vegan diet. Environmental beliefs, health beliefs, and anti‐speciesism values exhibited a positive influence on individuals' attitudes toward adopting a vegan diet. Conversely, social stigma had a negative impact on attitudes toward a vegan diet. Attitude emerged as a pivotal mediator, connecting the social stigma to the vegan diet adoption behavior. The findings of the study offer valuable insights for policymakers, manufacturers, and marketers seeking to encourage the adoption of vegan diets in countries with predominantly vegetarian populations. Additionally, the study puts forth actionable strategies, outlined as implications to promote the widespread adoption of the vegan diet.

Risks associated by consumers with clothing rental: barriers to being adopted

PurposeTo identify the risks associated by consumers with renting clothes.Design/methodology/approachA descriptive research with a quantitative approach was carried out. First, the measurement models of the variables involved in the proposed model were validated. After verifying the existence of the variables, the resulting model was finally estimated through structural equation modelling.FindingsThe results obtained establish the six dimensions that make up the problems associated by consumers with the clothing rental business model. These problems encompass various types of risks: financial, physical, performance, psychosocial, inconsistency with values and lifestyle, as well as lack of trust in the service provider. The results obtained show that only inconsistency, financial risk and physical risk have a significant effect on attitude. These performance risks, together with the consumer's attitude towards renting, have a negative effect on the intention to rent.Originality/valueFactors that have a negative effect on attitude have been studied less than the facilitators of attitude. This is the first study in Spain.Practical implicationsThe results will help managers to understand the adoption behaviours of these models.Social implicationsThis study helps understand the social innovation needed to change consumers' relationship to clothing.

Exploring the behavioral stage transition of traveler's adoption of carsharing: An integrated choice and latent variable model

This study investigates the process of stage transition in traveler's adoption of carsharing. The carsharing adoption behaviors are classified into five stages using the transtheoretical model: precontemplation (PC), contemplation (C), preparation (PA), action (A), and maintenance (M). In Beijing, a comprehensive survey combining stated preference and revealed preference methods is conducted to collect data on travelers' adoption attitudes and related attributes, such as socioeconomic characteristics, travel features, and carsharing usage environments. Specifically, ten latent attitudinal variables are derived from the technology acceptance model and theory of planned behavior. An integrated choice and latent variable model is developed to examine the impact of these explanatory factors on the transition processes between the five adoption stages. The findings reveal that the effects of explanatory factors on stage transitions in carsharing adoption behaviors differ across stages. Factors such as education level, income, having children, car ownership, familiarity with carsharing, personal condition, and social pressures play a crucial role in the early stages of understanding before carsharing adoption, namely the PC-C and C-PA stage transitions. Conversely, in the later stages (PA-A and A-M), travelers show a greater emphasis on carsharing infrastructure, including station reachability, vehicle availability, and perception toward rental stations and shared vehicles. Additionally, factors related to travel habits and expectations are influential throughout all stages of the carsharing adoption process. Lastly, three categories of measures, namely soft, neutral, and hard measures, are derived from the results to guide policymakers and carsharing operators in formulating strategies for the operation and management of carsharing systems.

Understanding the key drivers in using mobile payment (M-Payment) among Generation Z travellers

PurposeThe purpose of this study is twofold. The first objective is to identify the factors that affect Gen Z tourists' M-payment behaviour. Next, this study investigates the inter-relationship between Gen Z tourist’s perception of M-payment benefits, adoption behaviour, usage risk and future usage intention.Design/methodology/approachThe sample comprised Malaysian Gen Z individuals (n = 326) who had experience using M-payment methods while travelling outbound. Given the complex nature of the model and the goal to predict and explain relationships within Gen Z's M-payment usage, partial-least square-structural equation modelling was used to assess the study framework and test the proposed relationships.FindingsThis study reveals significant influences on Gen Z tourists' behavioural intentions towards M-payment usage. Perceived benefits, performance expectancy, social influence and perceived trust positively impact behavioural intentions, while effort expectancy exhibits no significant effect. Furthermore, perceived trust is strongly influenced by perceived security, which also positively influences behavioural intentions. A mediated relationship is evident as trust mediating the effect of perceived security on behavioural intentions.Research limitations/implicationsThis study’s findings contribute to understanding the intricate relationships influencing Gen Z's M-payment behaviour and underscore trust's pivotal role in mediating the security–behavioural intention relationship.Originality/valueThis study is among the first to consider Mental Accounting Theory and the Unified Theory of Acceptance and Use of Technology as crucial underpinning theories in comprehending the intricate relationships that influence Gen Z travellers' perceptions and behaviours concerning M-payment systems.

Predictors of Agricultural Technology Adoption Among the Cassava Farmers in the North- Central Nigeria

This research paper delves into the underexplored realm of agricultural technology adoption behaviour among cassava farmers in North Central Nigeria, with a focus on elucidating the predictors of technology adoption within the region. Leveraging a quantitative survey research design, data was collected from 377 cassava farmers through structured questionnaires. Findings reveal significant relationships between various factors such as performance expectancy, effort expectancy, social influence, facilitating conditions, price value, hedonic motivation, prior experience, and the adoption of agricultural technology. Through multiple linear regression analyses, it was established that these factors exert substantial influences on technology adoption behaviour among cassava farmers. Based on empirical evidence, policy recommendations were formulated to enhance the adoption of agricultural technologies among cassava farmers, aiming to foster a transition from subsistence to commercial farming, thereby bolstering agricultural productivity and socio-economic development in the region. These recommendations encompass governmental support for improved cassava seedlings, duty-free importation of agricultural implements, procurement and distribution of tractors, expansion of extension services, fertilizer production facilities, subsidized procurement of agricultural machinery, and enhanced importation policies for agro-chemicals. This research contributes to a deeper understanding of the complex dynamics underlying technology adoption in agricultural contexts, offering insights for policymakers, practitioners, and researchers alike.