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Assesing Romanian Farmers’ Motivation For Digitalization: A Unified Theory Of Acceptance And Usage Of Technology (Utaut) Based Research Model

Author

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  • Paul Stefan MARKOVITS

    (Management Faculty, National University of Political Studies and Public Administration, Bucharest, Romania)

Abstract

The digital agriculture adoption strive by farmers could be assimilated with the adoption efforts of the computer technologies (ICT) by their respective users in other professional fields. Therefore, this paper proposes the adaptation of the Unified Theory of Acceptance and Usage of Technology (UTAUT) model to explore the motivations for the use of digital tools by field crop farmers in Romania. The history of TAM and UTAUT is explored as well as the usage of UTAUT2 and UTAUT3 in digital agriculture adoption studies globally. Furthermore, comparison is also made with other farmer studies based on a different research architecture conceived also to explore their motivations to use digital agriculture tools. The proposed model is building on the decades long research and validation of the UTAUT model, and it will be employed in subsequent quantitative studies to evaluate the Romanian farmers’ motivations to embrace the digital agriculture technologies and practices. The paper is the outcome of the individual research done by the author and it was enhanced following academic debates and conference presentations. It is deemed to have a dual applicability, as a field tool for academic research but also provides guidance for companies developing digital tools for farmers in Romania and beyond.

Suggested Citation

  • Paul Stefan MARKOVITS, 2024. "Assesing Romanian Farmers’ Motivation For Digitalization: A Unified Theory Of Acceptance And Usage Of Technology (Utaut) Based Research Model," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 9(1), pages 98-112, March.
    • Handle: RePEc:ora:jrojbe:v:9:y:2024:i:1:p:98-112
    DOI: http://doi.org/10.47535/1991ojbe185
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    References listed on IDEAS

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    1. Rose, David C. & Sutherland, William J. & Parker, Caroline & Lobley, Matt & Winter, Michael & Morris, Carol & Twining, Susan & Ffoulkes, Charles & Amano, Tatsuya & Dicks, Lynn V., 2016. "Decision support tools for agriculture: Towards effective design and delivery," Agricultural Systems, Elsevier, vol. 149(C), pages 165-174.
    2. Yogesh K. Dwivedi & Nripendra P. Rana & Anand Jeyaraj & Marc Clement & Michael D. Williams, 2019. "Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a Revised Theoretical Model," Information Systems Frontiers, Springer, vol. 21(3), pages 719-734, June.
    3. Tamilmani, Kuttimani & Rana, Nripendra P. & Wamba, Samuel Fosso & Dwivedi, Rohita, 2021. "The extended Unified Theory of Acceptance and Use of Technology (UTAUT2): A systematic literature review and theory evaluation," International Journal of Information Management, Elsevier, vol. 57(C).
    4. Nees Jan Eck & Ludo Waltman, 2010. "Software survey: VOSviewer, a computer program for bibliometric mapping," Scientometrics, Springer;Akadémiai Kiadó, vol. 84(2), pages 523-538, August.
    5. Florina Pinzaru & Alina Mihaela Dima & Alexandra Zbuchea & Zoltan Veres, 2022. "Adopting Sustainability and Digital Transformation in Business in Romania: A Multifaceted Approach in the Context of the Just Transition," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(59), pages 1-28.
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    More about this item

    Keywords

    Digital Agriculture/Agriculture 4.0; Technology Acceptance Models.;

    JEL classification:

    • Q16 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - R&D; Agricultural Technology; Biofuels; Agricultural Extension Services
    • Q31 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation - - - Demand and Supply; Prices
    • Q32 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation - - - Exhaustible Resources and Economic Development
    • Q33 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation - - - Resource Booms (Dutch Disease)
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation

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