ACCEPTANCE OF TECHNOLOGY AND INNOVATION AFFECTING THE INTENTION OF USING DRONE FOR AGRICULTURE IN THE AGRICULTURAL INDUSTRY
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Abstract
The objective of this research is to study the level and factors of acceptance of technology and innovation affecting the intention of using drone for agriculture in the agricultural industry. As such, the technology acceptance model (TAM) was applied in this study. As for the research methodology, it is the survey research. The research sample consisted of 400 agricultural entrepreneurs and farmers in Central Region of Thailand who used the agricultural technology and innovation. The research instrument was a closed-ended questionnaire. The data were analyzed using descriptive statistics and simple linear regression analysis. The research results show that the overall level of acceptance of technology and innovation affecting the intention of using drone is at the high level (rating mean = 3.95). As for the factors of acceptance of technology and innovation affecting the intention of using drone for agriculture, it is found that the perceived ease of use has positive influence on the perceived usefulness of drone for drone users by 26.3 percent. The perceived usefulness of drone has positive influence on the attitudes towards drone using by 36.3 percent. The perceived ease of use has positive influence on attitudes towards drone using by 21.2 percent. Moreover, the attitudes towards drone using have positive influence on the intention of using drone by 52.3 percent, which is at the .05 level of statistical significance. Therefore, the results are consistent with the technology acceptance model.
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