The technology acceptance model and use of technology in New Zealand dairy farming

Economic models do not fully explain farmer behaviour with regards to technology adoption. The Technology Acceptance Model (TAM) proposes user acceptance and usage of a technology is determined by two key attitudinal components: perceived usefulness (PU) and perceived ease of use (PEOU). This study...

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Bibliographic Details
Published in:Agricultural systems 2004-05, Vol.80 (2), p.199-211
Main Authors: Flett, Ross, Alpass, Fiona, Humphries, Steve, Massey, Claire, Morriss, Stuart, Long, Nigel
Format: Article
Language:English
Subjects:
dairy farming
discriminant analysis
econometric models
farmers
industry
innovation adoption
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Summary:Economic models do not fully explain farmer behaviour with regards to technology adoption. The Technology Acceptance Model (TAM) proposes user acceptance and usage of a technology is determined by two key attitudinal components: perceived usefulness (PU) and perceived ease of use (PEOU). This study sought to determine whether the TAM could adequately explain adoption and use of dairy farming technologies. Importance measures of farming objectives and four farming-related technologies were completed by 985 dairy farmers. Discriminant analysis using PU and PEOU scores correctly classified on average 72% of the farmers as using or not using a technology. PU and PEOU scores were significantly greater for farmers using technologies compared to those that were not. This study extends the application of the TAM to dairy farming technology adoption and use and provides insight into decision-making processes in an industry where technology driven productivity is prioritized.
ISSN:0308-521X
1873-2267
DOI:10.1016/j.agsy.2003.08.002