Obstacles to adopting technology in the Thai agricultural sector and their integration into the technology acceptance model

Abstract

This study examines the obstacles to technology adoption in the agricultural sector of southern Thailand, focusing on four provinces: Nakhon Si Thammarat, Trang, Phatthalung, and Songkhla. A survey of 193 farmers revealed a high rate of smartphone ownership (95.3%), suggesting strong potential for mobile-based agricultural tools. Key factors influencing adoption included attitudinal factors, perceived ease of use, and perceived usefulness being the most significant predictors of adoption and increased productivity. The study also noted that most respondents were middle-aged and highly educated, which might limit the generalizability of the findings. Adoption attitudes varied across different income levels, age groups, and educational backgrounds. The study recommends emphasizing the practical benefits and ease of use of new technologies, adopting mobile-first strategies, and tailoring outreach efforts to different demographics. These findings contribute to a better understanding of technology adoption in Thai agriculture and offer guidance for future research and policy development aimed at enhancing technological uptake.