Study on the Influence Mechanism of Adoption of Smart Agriculture Technology Behavior

Abstract

Abstract Smart agricultural (SA) technology has become an inevitable trend in the modernisation of China's agriculture and a realistic demand for the transformation and upgrading of traditional agriculture. Based on microscopic research data, a structural equation model (SEM) is constructed using deconstructive planning behaviour theory (DPBT) as the analytical framework to empirically analyse the factors and degrees of influence on cotton farmers' adoption of SA technologies. In-depth interviews were then combined to further reveal the mechanisms influencing cotton farmers' adoption of SA technology. The results show that: (1) the risk of the technology itself has a dampening effect on willingness, but cotton farmers value the positive role played by perceived usefulness more. (2) superior influences such as trial field demonstrations and government publicity have a greater impact on willingness to adopt SA technologies than the group effect of peer influence. (3) factors such as self-efficacy and information channels have an impact on willingness and behaviour to adopt. (4) Willingness influences technology adoption behaviour through mediating effects. (5) Policy and technology satisfaction have a positive moderating role in the occurrence of willingness and adoption behaviour.