{"title":"农民将土地视为上帝的信仰是否影响了智能农业技术的采用?","authors":"M. Vasan, G. Yoganandan","doi":"10.1108/bij-10-2022-0645","DOIUrl":null,"url":null,"abstract":"PurposeArtificial Intelligence-based smart farming technologies have brought impressive changes in farming. This paper aims at exploring the farmers’ intention to adopt smart farming technologies (SFT). Also, the authors intend to know how far the belief of farmers on land as God influences their decision to adopt SFT.Design/methodology/approachThe data were gathered from 500 farmers chosen purposively. A well-crafted survey instrument was employed to amass data from farmers for measuring their adoption of SFT. As the authors sought to measure the farmers’ behavioural intention (BI) towards the adoption of SFT, the technology acceptance model developed by Davis (1989) came in handy, including perceived usefulness (PU), perceived ease of use (PEU) and BI. The authors have adopted this model as it was considered a superior model. The items on the attitude of confidence (AC) were adapted from Adrian et al. (2005). Survey instruments of Thompson and Higgins (1991) and Compeau and Higgins (1995) were also referred to finalize the statements relating to attitude towards use. Moreover, the authors developed items relating to the perceived belief of land as God based on frequent interaction with the farmers.FindingsThe study results divulged that attitude to use (AU) is directly influenced by the rural farmers’ PU, PEU and AC. Similarly, this investigation has observed behaviour intention directly influenced by the AU of farmers. It is observed that AU was the most influential variable, which ultimately influenced the BI to use SFT.Research limitations/implicationsThis study has an important limitation in the form of representing only the culture, belief and value system of farmers in India.Practical implicationsThe outcome of this study will facilitate the policymakers to draw suitable policy measures keeping the sensitivities of the farmers in mind in their technology adoption drive. The agricultural officers can encourage farmers to take logical decisions by supplying adequate information in a time-bound manner. Marketers can make suitable adjustments in their sales and promotion activities that focus on farmers.Social implicationsThe belief of farmers on land as God has a small yet unmissable influence on farmers’ AU and BI in their technology adoption decision. Based on the above evidence, the authors recommend that marketers fine-tune their product design, product packaging and promotional activities keeping the belief and sensitivities of farmers at the core of their marketing campaign.Originality/valueThis article provides original insights by demonstrating the positive influence of PU, PEU and AC on technology adoption by farmers. This research is the first of a kind linking the belief of farmers on land as God with smart farming technology adoption in farming.","PeriodicalId":48029,"journal":{"name":"Benchmarking-An International Journal","volume":"29 12 1","pages":""},"PeriodicalIF":4.5000,"publicationDate":"2023-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Does the belief of farmers on land as God influence the adoption of smart farming technologies?\",\"authors\":\"M. Vasan, G. 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The items on the attitude of confidence (AC) were adapted from Adrian et al. (2005). Survey instruments of Thompson and Higgins (1991) and Compeau and Higgins (1995) were also referred to finalize the statements relating to attitude towards use. Moreover, the authors developed items relating to the perceived belief of land as God based on frequent interaction with the farmers.FindingsThe study results divulged that attitude to use (AU) is directly influenced by the rural farmers’ PU, PEU and AC. Similarly, this investigation has observed behaviour intention directly influenced by the AU of farmers. It is observed that AU was the most influential variable, which ultimately influenced the BI to use SFT.Research limitations/implicationsThis study has an important limitation in the form of representing only the culture, belief and value system of farmers in India.Practical implicationsThe outcome of this study will facilitate the policymakers to draw suitable policy measures keeping the sensitivities of the farmers in mind in their technology adoption drive. The agricultural officers can encourage farmers to take logical decisions by supplying adequate information in a time-bound manner. Marketers can make suitable adjustments in their sales and promotion activities that focus on farmers.Social implicationsThe belief of farmers on land as God has a small yet unmissable influence on farmers’ AU and BI in their technology adoption decision. 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引用次数: 0
摘要
基于人工智能的智能农业技术给农业带来了令人印象深刻的变化。本文旨在探讨农民采用智能农业技术(SFT)的意愿。此外,作者还想知道农民认为土地是上帝的信念在多大程度上影响了他们采用SFT的决定。设计/方法/方法数据是从有意选择的500名农民中收集的。采用精心设计的调查工具从农民那里收集数据,以衡量他们对SFT的采用情况。当作者试图衡量农民对采用SFT的行为意愿(BI)时,Davis(1989)开发的技术接受模型派上了用场,包括感知有用性(PU)、感知易用性(PEU)和BI。作者采用了这个模型,因为它被认为是一个更好的模型。自信态度(AC)条目改编自Adrian et al.(2005)。还参考了Thompson和Higgins(1991)和Compeau和Higgins(1995)的调查工具,以确定有关使用态度的陈述。此外,基于与农民的频繁互动,作者开发了与土地作为上帝的感知信仰相关的项目。研究结果表明,使用态度(AU)直接受到农民的PU、PEU和AC的影响,同样,本调查也观察到农民的行为意向直接受到AU的影响。可以看出,AU是影响最大的变量,最终影响了BI使用SFT。本研究有一个重要的局限性,即只代表了印度农民的文化、信仰和价值体系。实际意义本研究的结果将有助于决策者在推动技术采用时,考虑到农民的敏感性,制定合适的政策措施。农业官员可以通过提供有时限的充分信息,鼓励农民作出合乎逻辑的决定。营销人员可以适当调整以农民为重点的销售和促销活动。社会意义农民视土地为上帝的信念对农民在技术采用决策中的AU和BI有很小但不可忽视的影响。基于上述证据,作者建议营销人员微调他们的产品设计、产品包装和促销活动,以农民的信念和敏感性为营销活动的核心。原创性/价值本文通过展示PU、PEU和AC对农民采用技术的积极影响,提供了独到的见解。这项研究首次将农民对土地的信仰与智能农业技术在农业中的应用联系起来。
Does the belief of farmers on land as God influence the adoption of smart farming technologies?
PurposeArtificial Intelligence-based smart farming technologies have brought impressive changes in farming. This paper aims at exploring the farmers’ intention to adopt smart farming technologies (SFT). Also, the authors intend to know how far the belief of farmers on land as God influences their decision to adopt SFT.Design/methodology/approachThe data were gathered from 500 farmers chosen purposively. A well-crafted survey instrument was employed to amass data from farmers for measuring their adoption of SFT. As the authors sought to measure the farmers’ behavioural intention (BI) towards the adoption of SFT, the technology acceptance model developed by Davis (1989) came in handy, including perceived usefulness (PU), perceived ease of use (PEU) and BI. The authors have adopted this model as it was considered a superior model. The items on the attitude of confidence (AC) were adapted from Adrian et al. (2005). Survey instruments of Thompson and Higgins (1991) and Compeau and Higgins (1995) were also referred to finalize the statements relating to attitude towards use. Moreover, the authors developed items relating to the perceived belief of land as God based on frequent interaction with the farmers.FindingsThe study results divulged that attitude to use (AU) is directly influenced by the rural farmers’ PU, PEU and AC. Similarly, this investigation has observed behaviour intention directly influenced by the AU of farmers. It is observed that AU was the most influential variable, which ultimately influenced the BI to use SFT.Research limitations/implicationsThis study has an important limitation in the form of representing only the culture, belief and value system of farmers in India.Practical implicationsThe outcome of this study will facilitate the policymakers to draw suitable policy measures keeping the sensitivities of the farmers in mind in their technology adoption drive. The agricultural officers can encourage farmers to take logical decisions by supplying adequate information in a time-bound manner. Marketers can make suitable adjustments in their sales and promotion activities that focus on farmers.Social implicationsThe belief of farmers on land as God has a small yet unmissable influence on farmers’ AU and BI in their technology adoption decision. Based on the above evidence, the authors recommend that marketers fine-tune their product design, product packaging and promotional activities keeping the belief and sensitivities of farmers at the core of their marketing campaign.Originality/valueThis article provides original insights by demonstrating the positive influence of PU, PEU and AC on technology adoption by farmers. This research is the first of a kind linking the belief of farmers on land as God with smart farming technology adoption in farming.
期刊介绍:
Benchmarking is big news for companies committed to total quality programmes. Its enthusiastic reception by many prominent business figures has created high levels of interest in a technique which promises big rewards for co-operating partners. Yet, like total quality itself, it must be understood in its proper context, and implemented single mindedly if it is to be effective - this journal helps companies to decide if benchmarking is right for them, and shows them how to go about it successfully.