Cognitive and Behavioral Factors Affecting Thai Farmers’ Intention to Use IoT in Smart Agriculture
Keywords:
Smart Agriculture, IoT, Technology Acceptance Model, Social Cognitive TheoryAbstract
The objective of this study is to examine the cognitive and behavioral factors that affect Thai Farmers’ Intention to use IoT in Smart Agriculture. Data were gathered from a simple random sample of 400 Thai Farmers who were familiar with IoT technologies but had not yet implemented them in their agricultural practices. Structural Equation Modeling was used to assess both direct and indirect effects of various factors on IoT adoption. The results show that cognitive factors -- namely perceived security, self-efficacy, cost-effectiveness, enjoyment, and perceived control -- significantly influence farmers' intention to use IoT through their perceived usefulness. In particular, the perceived enjoyment and perceived control have a significant direct influence on perceived usefulness, while other cognitive factors have only indirect effects. For behavioral factors, the intention to use IoT technology was influenced directly and indirectly by cognitive factors through perceived usefulness and perceived ease of use. These findings provide empirical insights for government agencies in designing effective and sustainable policies to promote IoT adoption in the agricultural sector. Moreover, developers of IoT devices and platforms can utilize these insights to design products that align with the needs and behaviors of Thai farmers.
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เนื้อหาและข้อมูลที่ปรากฏในบทความที่ตีพิมพ์ในวารสารสถิติประยุกต์และเทคโนโลยีสารสนเทศถือเป็นความคิดเห็นส่วนบุคคลของผู้เขียนแต่ละท่าน ความผิดพลาดของข้อความและผลที่อาจเกิดจากนำข้อความเหล่านั้นไปใช้ผู้เขียนบทความจะเป็นผู้รับผิดชอบแต่เพียงผู้เดียว บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารถือเป็นลิขสิทธิ์ของวารสาร หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรณ์จากวารสาร ก่อนเท่านั้น
