Technology Adoption Behavior Research Articles

Examining Gender Disparities in Traditional Retailers' Intentions to Embrace Digital Technology in Saudi Arabia

This study aims to examine the factors influencing digital technology adoption among retail businesses in Saudi Arabia, with a focus on understanding gender-specific differences. Employing a cross-sectional design, data were collected from 291 owners and managers using an online survey. A convenience sampling technique was utilized to gather responses. The study investigated four primary constructs: intention to use digital technology, attitude toward digital technology, perceived ease of use, and perceived usefulness. Data analysis was conducted using structural equation modeling with SmartPLS software version 4. The findings reveal significant relationships among the constructs. Perceived ease of use was found to significantly influence perceived usefulness, which in turn positively affected both attitudes toward digital technology and intentions to use it. The study also highlighted that perceived usefulness has a substantial impact on intention to use digital technology, with attitudes toward technology playing a critical mediating role. Notably, gender-specific differences were observed in the impact of perceived ease of use on attitudes toward digital technology, which was significant for males but not for females. Tailored marketing and training strategies that address these differences are essential for enhancing digital technology adoption in the retail sector. These insights contribute to a deeper understanding of technology adoption behaviors and offer practical implications for improving technology integration. Received: 10 September 2024 / Accepted: 27 October 2024 / Published: 05 November 2024

Factors shaping innovative behavior: A meta‐analysis of technology adoption studies in agriculture

AbstractThis study conducts a meta‐regression analysis to synthesize the marginal effects of 12 factors that frequently appear in empirical studies examining farmer's technology adoption behavior. The analysis includes 187 observational studies on technology adoption in agriculture, which are published in 32 peer‐reviewed journals in the broader field of agricultural economics, covering farmer's adoption in 47 countries for a diverse range of agricultural technologies. Using this broad meta‐dataset, we investigate whether each of the 12 determinants has a true effect on technology adoption rates and examine whether Type I and Type II publication bias are present in the adoption literature. Our results reveal that while most determinant factors significantly affect adoption rates, their marginal effects are generally of small magnitude and vary considerably by technology type and country group. Additionally, our results provide evidence of the presence of Type I publication bias in half of the factors considered and Type II publication bias in nearly all, underscoring the need for caution when interpreting results in the adoption literature by researchers and policymakers. Overall, the findings highlight the critical need for proactive measures to address publication bias and promote more transparent and credible research practices in agricultural economics.

Digital Immigrants Versus Digital Natives: Decoding Their E-commerce Adoption Behavior

It is easier to assume that educated older adults will find digital gadgets or the Internet as simple to use as the young generation does. However, it is not as simple as that. The generation that was not born into the digital world but has had to make an effort to learn to use digital technologies during their middle or late middle age is referred to as Digital Immigrants (DIs). Most of these individuals were forced to adapt to information technologies due to environmental pressure to survive and thrive at their workplace. The objective of this study is to investigate if the proposed “digital divide” that differentiates digital immigrants from digital natives (DNs) exists among e-commerce users in India, and if so, are digital immigrants less likely to adopt and use e-commerce services? Data was collected through a self-administered survey questionnaire from 432 Indian Internet users aged 19 to 65. Multigroup structural equation modeling analysis (M-SEM) of data revealed that DIs and DNs perceive e-commerce services differently. Though digital immigrants find e-commerce services challenging to use, their higher perception of its usefulness propels them to adopt and use e-commerce. This study contributes to the existing body of literature by extending our understanding of the technology adoption behavior of digital immigrants. The study’s implications and the scope for future research are discussed at the end of the article.

PSXII-15 Theory of planned behavior-based evaluation of technology adoption in dairy farms

Abstract Studies on the adoption of farm innovations should include underlying psychological constructs that affect decisions and behavior of farmers such as intention, perceptions, and beliefs. Dairy farming technologies are continually evolving, making it necessary to review current farm practices frequently. Dairy farmers are actively exploring various alternative investment options to optimize production processes, minimize costs, and increase overall efficiency. However, careful evaluation is crucial to understanding the knowledge and attitude of farmers to these tools. We utilize psychological constructs from the theory of planned behavior approach to understand the technology adoption behavior of dairy farmers. The theory of planned behavior is a psychological model that explains how human behavior is influenced by attitudes, subjective norms, and perceived behavioral control. We add product marketing as another essential component based on the industry relevance. The objective was to understand the adoption decisions and the perceived usefulness of precision technologies by dairy farmers in Texas. Dairy farmers were delivered printed copies of a pretested survey instrument to assess technology use, on-farm decisions, and producers’ planned behavior related to technology adoption on farms. Thirty-two completed surveys were returned and analyzed for descriptive and Structural Equation Modeling using Microsoft Excel and SAS (ver. 9.4). When choosing a technology, respondents ranked (on a scale of 1 to 5; unimportant to very important) the availability of local tech support as the most important factor (score 4.16; range 3 to 5), followed by proven performance through research (4.0; 3 to 5), simplicity of use (3.82; 3 to 5), benefit to cost ratio (3.66; 2 to 5), and total cost of investment (3.5; 1 to 5). Regarding barriers to investment decisions, 26% ranked lack of access to capital as a primary issue, followed by environmental regulations (12.5%), political environment (12.5%), and sitting regulations (12.5%). The intention of farmers to utilize the technology was influenced by farmers’ evaluation of the use of technology (attitude), their perceptions about the social pressure and marketing (subjective norm), and their perceptions about their utility on farmers (perceived behavioral control). The three most influential behavioral beliefs as the drivers of attitude were an increase in farm production and performance, monitoring cows, and labor savings. The three most influential normative beliefs were drivers of the subjective norm: family and friends, neighbors, and marketing. The three most influential control beliefs were drivers of perceived behavioral control: availability of local tech support, benefit-to-cost ratio, and simplicity and ease of use. Respondents indicate that having a standard price, reduced cost, and providing a detailed cost analysis when marketing the technology increases confidence in purchasing and integration. The findings suggest developing better products, ensuring reasonable pricing, and performing proper validations to enhance the farmer’s trust helps to increase technology adoption in dairy farms.

Perbandingan Metode TAM dengan UAT Efisiensi Aplikasi Kehadiran Karyawan Berbasis Android

The presence of employees in the company refers to their physical availability and mental involvement in carrying out their assigned duties and responsibilities. This includes punctuality, productivity, as well as positive contributions to company culture and achievement of organizational goals. The aim of the research conducted on employee attendance is to show how high the level of efficiency in using the attendance application is by comparing the TAM and UAT methods so that the difference in this concept determines whether employee responses are accepted or not. utilization of this technology, the TAM method is a framework for understanding technology adoption behavior based on user perceptions of usability and ease of use, while the UAT method testing is the process of testing software by end users to ensure suitability to business needs. The final comparison results obtained by the TAM and UAT methods had percentages of 84.69% and 87.38%. which is categorized as good in terms of utilization of attendance applications for employees.

Steering agricultural interventions towards sustained irrigation adoption by farmers: socio-psychological analysis of irrigation practices in Maharashtra, India

ABSTRACT Complex contextual and sociopsychological factors influence the adoption of agricultural technologies like irrigation. This study used the sociopsychological Risk-Attitude-Norms-Abilities-Self-Regulation (RANAS) framework to examine the factors impacting irrigation adoption in Maharashtra (India). Logistic regression modelling was conducted based on cross-sectional surveys in 2019 and 2022, with interim interventions promoting risk-awareness and irrigation technology training. Effects of the interventions on the psychological variables in 2022 were corrected using instrumental variable regression. While micro-irrigation adoption rose from 36.9% to 62.8%, overall irrigation counterproductively decreased from 81.6% to 70.4%. Results indicated that wealth and risk-aversion remained relevant, while self-perceived ability and attitude towards irrigation became non-significant to irrigation adoption. This study highlights the unintended consequences of interventions and the necessity to also transform attitudes, and promote psychological ownership and trust to sustain irrigation technology adoption behaviour. These results could support stakeholders (e.g., policy makers, water authorities) in designing and implementing more sustainable interventions.

Sanctions and opportunities: Factors affecting China's high-tech SMEs adoption of artificial intelligence computing leasing business

Due to sanctions, more Chinese high-tech SMEs are turning to rent AI computing power through cloud service providers. Therefore, it is necessary to give a variety of suggestions for China's high-tech SMEs to better develop AI applications through computing power leasing. Because traditional theories are difficult to explain this new technology adoption behavior, this research combines and extends TTF and UTAUT2 theories to take an empirical research. A total of 387 questionnaires were received, of which incomplete questionnaires and invalid questionnaires were issued, leaving 281 valid questionnaires. The results indicate that SME innovativeness, perceived risk, performance expectancy, price value and task technology fit are all significantly related to usage, whereas task technology fit moderates the other relationships significantly. Results give a variety of suggestions for China's high-tech SMEs to better develop AI applications through computing power leasing in the context of sanctions. This study not only suggests ways to increase the competitiveness of SMEs by optimizing leasing services but also give directions in investors' investment decisions. The findings are also applicable to the large-scale application of China's domestic AI chips in computing power leasing scenarios in the future.

Efficiency of Agricultural Insurance in Facilitating Modern Agriculture Development: From the Perspective of Production Factor Allocation

Agricultural insurance is instrumental in consolidating the gains of poverty alleviation and advancing rural revitalization. It significantly aids in the efficient allocation of agricultural production factors, which in turn enhances agricultural output and bolsters the evolution of modern agriculture. Therefore, utilizing data from 583 household surveys and employing endogenous transformation and intermediary effect models, this paper analyzes the production factor allocation effect and specific mechanism of agricultural insurance. It focuses on small-scale farmers and new agricultural operators, exploring how insurance contributes to the advancement of modern agricultural practices. The results show the following: (1) Agriculture insurance can significantly affect the agricultural scale input behavior of farmers such as land input scale and input scale, agricultural machinery application behavior such as the degree of mechanization and water conservancy application, agricultural technology adoption behavior, and planting structure selection behavior, thereby helping to modernize agriculture. (2) There is heterogeneity in the impact of agriculture insurance on the allocation of production factors for small farmers and new agricultural operators. For small farmers, agriculture insurance has a significant promoting effect on their agricultural machinery application behavior, agricultural technology adoption behavior, and planting structure selection behavior. For new agricultural operators, agriculture insurance significantly promotes their agricultural scale input behavior, agricultural machinery application behavior, and agricultural technology adoption behavior. (3) In terms of the mechanism of action, agriculture insurance mainly promotes agricultural scale input behavior through land transfer, facilitates agricultural machinery application behavior by purchasing agricultural machinery equipment and services, encourages agricultural technology adoption behavior by strengthening agricultural technology training, and enhances professional production levels by increasing the scale of insured planting, thereby contributing to the development of modern agriculture. Based on this, several policy suggestions have been proposed. These include enhancing the directionality of agriculture insurance policies, improving the collaborative interaction mechanism between agriculture insurance and agricultural credit financing, and adopting certain reward and punishment measures to curb moral hazard.

Determinants of internet of things (IoT) smart home technology (SHT) adoption behavior of consumers: Empirical evidence from a least developed country (LDC)

Though millions of users in developed countries utilize IoT smart home technology, its applicability in underdeveloped countries is limited. This study addresses this gap by unveiling the determinants of IoT smart home technology adoption behavior among consumers in the least developed country. The study has extended the unified theory of acceptance and use of technology (UTAUT) by including perceived hedonism, lifestyle, and well-being constructs in the research framework. Data from 355 IoT smart home users were analyzed using structural equation modeling (SEM). The findings reveal that performance expectancy, facilitating conditions, perceived hedonism, and lifestyle positively affect behavioral intention. Moreover, behavioral intention positively affects use behavior. In the post-adoption stage, use behavior positively affects multifaceted user well-being. However, effort expectancy and social influence did not affect behavioral intention. The study has a novel theoretical contribution to the extant literature and significantly contributes to technology designers, marketers, elderly users, and government agencies.

The Moderating Effect of Income on the Predictors of Cassava Farmers’ Adoption of Agricultural Technology in Nigeria: A Conceptual Framework

This study endeavors to construct a comprehensive conceptual framework elucidating the moderating influence of income on factors influencing the adoption of agricultural technology among cassava farmers in Nigeria. Agricultural technology, herein, refers to the innovative utilization of emerging Information and Communication Technologies tailored for agricultural applications within remote environments. The agricultural sector holds paramount significance within the Nigerian economy, engaging nearly 70% of the labor force and contributing over 40% to the gross domestic product. The adoption of technology in agriculture signifies potential enhancements in income, poverty alleviation, improved national nutrition and health, reduced food prices, and employment opportunities. However, the income of cassava farmers plays a pivotal role in ensuring their sustainability. Regrettably, their income streams are often unstable due to fluctuations in market prices, adversely impacting their ability to finance the adoption of technology to bolster productivity. Therefore, this research aims to develop a robust conceptual framework delineating the moderating role of income on the determinants of agricultural technology adoption behavior, particularly pertinent within the Nigerian context. It is imperative to tailor conceptual frameworks specifically for Nigeria, given that frameworks derived from other regions may not be directly applicable to the unique challenges and dynamics of the Nigerian agricultural landscape.

Investigating the intention and behavior of vegetable farmers to adopt IoT technology: survey—based evidence from China

A key instrument for upgrading China’s agriculture is the Internet of Things (IoT). To solve the problem of IoT technology promotion, farmers’ intentions to adopt IoT technology must be transformed into behavior, and their intentions and behaviors must be unified. The multivariate logistic model was used to analyses the factors influencing farmers’ intention to adopt IoT technology and behavioral deviation based on survey data of vegetable farmers in Jiangxi Province. The ISM model was used to investigate the relationship and hierarchy between the factors influencing farmers’ intention to adopt IoT technology and behavioral deviation. The findings revealed that first, a significant deviation exists between vegetable farmers’ IoT technology adoption intention and behavior, with 72.69% of those surveyed having the intention to adopt, but did not follow through. Second, among the 12 factors confirmed as remarkably influencing the deviation, expected return is the most superficial factor; intermediate influencing factors include vegetable price volatility, adoption cost, credit support, related knowledge and skills, and technology maturity; secondary factors include social capital, whether vegetables are registered trademarks, planting scale, planting method, and IoT related equipment supply; and age is the deepest root factor.

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.

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.

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.

The influence of technology perceptions on farmers' water-saving irrigation technology adoption behavior in the North China Plain

Abstract The application and promotion of water-saving irrigation technology are of great significance for maintaining food security and the sustainable development of agricultural water resources. Based on the characteristics of integrated agricultural technologies, a binary logistic model was used to analyze the impact of technology perception on farmers' adoption behavior regarding water-saving irrigation technologies using data from surveys of 775 wheat and maize farmers in the North China Plain. The results show the following: the perceived ease of use of technology significantly contributes to farmers' water-saving irrigation technology adoption behavior, but the effect of the perceived usefulness of technology is not significant. Government regulation plays a moderating role in the impact of the perceived ease of use of technology on the adoption of water-saving irrigation technologies by farmers. In addition to the perceived ease of use of technology and technology training, large-scale farmers are influenced by government advocacy and technology subsidies, while smallholders are mainly influenced by the perceived usefulness of technology. Therefore, the focus of future work should be on improving farmers' perceptions of the ease of use of water-saving irrigation technologies, expanding the scope of technical training and technical subsidies, and strengthening government advocacy and education.

Applicability and Effectiveness of UTAUT Model in Teaching and Learning Economics at FCT College of Education, Zuba, Abuja.

The integration of technology into education is increasingly crucial for preparing students for the demands of the 21st century. This study investigates the adoption and use of Information and Communication Technology (ICT) in teaching economics and social science courses at the FCT College of Education, Zuba, Abuja, utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) model as a theoretical framework. Through a mixed-methods approach including surveys and analysis of demographic data, the study examines various factors influencing technology adoption and usage behaviour among lecturers and students. Findings indicate that while ICT facilities are perceived as beneficial and easy to use, there is a need for enhanced technical support and assistance availability. The study underscores the importance of fostering a supportive environment for technology integration and recommends strategies to improve ICT adoption and utilization in educational settings.

The electric vehicles-solar photovoltaics Nexus: Driving cross-sectoral adoption of sustainable technologies

Residential and transportation energy consumption account for more than one-half of the overall energy consumption in the United States. Adoption of electric vehicles (EVs) can play a key role in decarbonizing the transportation sector, while the adoption of renewable energy sources (e.g., solar photovoltaics [PVs]) could bring similar benefits to the residential energy sector and in turn support transport electrification. Although the market shares for both EVs and PVs continue to grow, both of these emerging technologies are deployed rather disjointly, without considering the existence of potential similarities among users who own (or aspire to own) these technologies. This might be due to lack of understanding of the behavioral interdependence in consumer preferences toward these technologies. To fill this gap in knowledge, this study utilizes data from the 2018 WholeTraveler Transportation Behavior Study to develop an integrated model system that explores interactive EV and PV adoption behaviors. A structural equation model is employed that incorporates direct effects as well as error correlations among the adoption behaviors for EVs and PVs. Model results indicate that the adoption behavior for both these technologies is indeed interconnected and significantly influenced by attitudes, values, and personality traits. Findings from this research suggest that incentives (e.g., subsidies) that drive bundled adoption of EV-PV systems could accelerate the adoption of both of these sustainable technologies. This study highlights the need to consider transport and building energy-efficient technology adoption behavior in a single integrated structure.

Analysis on Farmers’ Adoption Behavior of Water Saving Irrigation Technology and its Income Increasing Effect

Based on the sample survey data of grain farmers in Shandong, Hebei and Henan provinces, This paper use Probit model and Mediating Effect Model to analyze the influencing factors of farmers’ adoption behavior of water saving irrigation technology(WSIT) and their income increasing effects. The results show that education years of household head, planting scale, cooperatives membership and perception of water scarcity all significantly promoted farmers’ adoption of water saving irrigation technology. Water saving irrigation technology adoption behavior can significantly increase farmers’ income. After using instrumental variable method to deal with endogenous problems, the regression results are still stable. The adoption of water saving irrigation technology not only has a direct effect on improving household income, but also indirectly increases household income through factor inputs. Therefore, strengthening agricultural technology popularization, guiding and encouraging farmers to join cooperatives, and expanding farmers’ planting scale through land circulation are the keys to improve farmers’ income level.

Does it matter who spreads and to which farmers? The influence of video extension on Chinese farmers’ green control technology adoption behavior

Does it matter who spreads and to which farmers? The influence of video extension on Chinese farmers’ green control technology adoption behavior

Gamification Strengthens Behavioral Intention to Motivate Customer’s Loyalty towards Using E-banking and E-wallets on Gen Z

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.