Technology Acceptance Model (TAM): A Framework for Predicting Farmers’ Adoption of Modern Rice Production and Postharvest Technologies

Abstract

An empirical study was conducted among rice farmers to determine the factors of modern rice technologies adoption using Technology Acceptance Model (TAM). On the other hand, Partial Least Squares Structural Equation Modeling (PLS-SEM) was done to analyze the relationship among the variables. Based on the outcome of the hypothesized model, only perceived usefulness and relative advantage influence the attitude of the farmers toward the technology use. Moreover, the hypothesized model proves that farmers’ decision to adopt modern rice technologies is influenced by their intention in using the technology.