Farmer Cooperatives’ Intention to Adopt Agricultural Information Technology—Mediating Effects of Attitude

Based on the technology acceptance model and technology–organization–environment framework, this study has developed a new model to explain the adoption of agricultural information technology (AIT) by farmer cooperatives from the combination perspective of individual and organization using four factors: cooperatives’ factors, environmental factors, technological factors, and leaders’ attitude towards AIT. Data was collected from a survey of farmer cooperatives and was analyzed using structural equation modelling. The model showed a good fit with findings indicating that the cooperatives’ and environmental factors positively influence the intentions of farmer cooperatives to adopt AIT. Again, the results depict that the technological factors have no significant effect. Leaders’ attitude towards AIT has a mediating effect on the relationships between the environmental, the cooperatives’, as well as the technological factors and the intentions to adopt AIT. The results will guide promotional strategies by technology providers and help government agencies better optimize policies to promote widespread use of AIT.

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