IDEAS home Printed from https://ideas.repec.org/a/ora/jrojbe/v9y2024i1p98-112.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://ojbe.steconomiceuoradea.ro/wp-content/uploads/2024/03/OJBE-91-98-112.pdf
    Download Restriction: no
    File URL: https://libkey.io/http://doi.org/10.47535/1991ojbe185?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    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. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    6. 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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Schmidt, Sebastian & Saraceni, Adriana, 2024. "Consumer acceptance of drone-based technology for last mile delivery," Research in Transportation Economics, Elsevier, vol. 103(C).
    2. Lai-Ying Leong & Teck-Soon Hew & Keng-Boon Ooi & Bhimaraya Metri & Yogesh K. Dwivedi, 2023. "Extending the Theory of Planned Behavior in the Social Commerce Context: A Meta-Analytic SEM (MASEM) Approach," Information Systems Frontiers, Springer, vol. 25(5), pages 1847-1879, October.
    3. Cristopher Siegfried Kopplin, 2021. "Two heads are better than one: matchmaking tools in coworking spaces," Review of Managerial Science, Springer, vol. 15(4), pages 1045-1069, May.
    4. Chia-Chien Hsu & Brian Sandford & Chia-Ju Ling & Ching-Torng Lin, 2021. "Can the Unified Theory of Acceptance and Use of Technology (UTAUT) Help Explain Subjective Well-Being in Senior Citizens due to Gateball Participation?," IJERPH, MDPI, vol. 18(17), pages 1-15, August.
    5. Paul Stefan Markovits, 2023. "Digital Transformation of Agriculture in Romania: A Change Management Perspective," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 282-291, December.
    6. Shahbaz, Muhammad & Gao, Changyuan & Zhai, LiLi & Shahzad, Fakhar & Khan, Imran, 2021. "Environmental air pollution management system: Predicting user adoption behavior of big data analytics," Technology in Society, Elsevier, vol. 64(C).
    7. Cobelli, Nicola & Cassia, Fabio & Donvito, Raffaele, 2023. "Pharmacists' attitudes and intention to adopt telemedicine: Integrating the market-orientation paradigm and the UTAUT," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    8. van de Sanden, Stephanie & Willems, Kim & Brengman, Malaika, 2022. "How customers motive attributions impact intentions to use an interactive kiosk in-store," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    9. Darja Topolšek & Dario Babić & Darko Babić & Tina Cvahte Ojsteršek, 2020. "Factors Influencing the Purchase Intention of Autonomous Cars," Sustainability, MDPI, vol. 12(24), pages 1-16, December.
    10. Ji-Hye Kim & Eungoo Kang, 2023. "An Empirical Research: Incorporation of User Innovativeness into TAM and UTAUT in Adopting a Golf App," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    11. Alex Mari & Andreina Mandelli & René Algesheimer, 2023. "Shopping with Voice Assistants: How Empathy Affects Individual and Family Decision-Making Outcomes," Working Papers 399, University of Zurich, Department of Business Administration (IBW).
    12. Konstantin Fursov & Alina Kadyrova, 2017. "How the analysis of transitionary references in knowledge networks and their centrality characteristics helps in understanding the genesis of growing technology areas," Scientometrics, Springer;Akadémiai Kiadó, vol. 111(3), pages 1947-1963, June.
    13. Nhan-Thanh Thi Nguyen & Phuc-Thien Tran & Tri-Quan Dang & Luan-Thanh Nguyen, 2024. "The future of non-contact commerce: the role of voice payments," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1260-1278, December.
    14. Ivan Ðula & Tabea Berberena & Ksenia Keplinger & Maria Wirzberger, 2024. "From challenges to opportunities: navigating the human response to automated agents in the workplace," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-15, December.
    15. Sang Soo Kim, 2020. "Purchase Intention in the Online Open Market: Do Concerns for E-Commerce Really Matter?," Sustainability, MDPI, vol. 12(3), pages 1-21, January.
    16. Michels, Marius & Bonke, Vanessa & Mußhoff, Oliver, 2019. "Understanding the adoption of crop protection smartphone apps: An application of the Unified Theory of Acceptance and Use of Technology," DARE Discussion Papers 1905, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    17. Konstantinos Dendrinos & George Spais, 2024. "An investigation of selected UTAUT constructs and consumption values of Gen Z and Gen X for mobile banking services and behavioral intentions to facilitate the adoption of mobile apps," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 492-522, September.
    18. Singh, Shiwangi & Dhir, Sanjay & Das, V. Mukunda & Sharma, Anuj, 2020. "Bibliometric overview of the Technological Forecasting and Social Change journal: Analysis from 1970 to 2018," Technological Forecasting and Social Change, Elsevier, vol. 154(C).
    19. Shareef, Mahmud Akhter & Das, Ronnie & Ahmed, Jashim Uddin & Mishra, Anubhav & Sultana, Ishrat & Rahman, Mehe Z. & Mukerji, Bhasker, 2024. "Mandatory adoption of technology: Can UTAUT2 model capture managers behavioral intention?," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    20. Arpan Kumar Kar, 2021. "What Affects Usage Satisfaction in Mobile Payments? Modelling User Generated Content to Develop the “Digital Service Usage Satisfaction Model”," Information Systems Frontiers, Springer, vol. 23(5), pages 1341-1361, September.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ora:jrojbe:v:9:y:2024:i:1:p:98-112. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tomina SAVEANU (email available below). General contact details of provider: https://edirc.repec.org/data/feoraro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.