FARMERS ATTITUDE TOWARDS ADOPTION OF AGRICULTURE TECHNOLOGY IN MYMENSINGH DISTRICT OF BANGLADESH

Abstract

This paper investigates the factors influencing the adoption of technology among farmers in Bangladesh. Electronic services are one important measure for rural development and mobile phones, internet; apps are the dominating cellular technology; hence understanding the adoption of those technologies is important. The paper uses interpretive philosophy investigating adoption factors by means of survey data, participant observation and related studies on rural Bangladesh and technology acceptance. Based on a number of acceptance models from the literature, a conceptual Rural Technology Acceptance Model (RUTAM) was developed to analyze the arguments pertinent to a rural developing country context. The most salient modification, compared to earlier models, is that social influence plays a bigger role than technology at early stages of adoption. A survey was conducted on commercial farmers and agribusiness traders in Bhaluka and Trishal Upzilla of Mymensingh district using self administered

questionnaires. Data were analyzed using descriptive statistics and PLS regression method. Structural equation modeling was also used to perform confirmatory tests analyses on study variable relationships and to develop the proposed model. Findings reveal a positive significant relationship between perceived ease and behavioral intentions to use; facilitating conditions and behavioral Intentions to use; perceived usefulness and behavioral intention to use; behavioral intention to use and Adoption of mobile-based communication technologies, facilitating conditions and trust in technology are introduced as external factors which affect the behavioral intentions of an individual by means of perceived usefulness (PU) and perceived ease of use (PEU).