The effect of digital readiness and technology acceptance on smart farming adoption in agribusiness management
DOI:
https://doi.org/10.35335/ijafibs.v14i1.508Keywords:
Agribusiness Management, Digital Readiness, Smart Farming, Technology Acceptance, Technology AdoptionAbstract
This study examines the effect of digital readiness and technology acceptance on smart farming adoption intention and agribusiness management performance in Lampung Province, Indonesia. The agribusiness aspects examined in this study focus on operational efficiency, productivity, resource management, supply chain coordination, and market access. A quantitative explanatory design was applied using survey data from 150 respondents consisting of farmers, agribusiness actors, farmer group managers, agricultural extension agents, and agribusiness-related students or academics with relevant knowledge of digital agricultural technology. The research model includes Digital Readiness, Perceived Usefulness, and Perceived Ease of Use as antecedent variables, Smart Farming Adoption Intention as a mediating variable, and perceived Agribusiness Management Performance as the outcome variable. Data were analyzed using Partial Least Squares Structural Equation Modeling. The results show that digital readiness, perceived usefulness, and perceived ease of use significantly influence smart farming adoption intention. Adoption intention also significantly improves agribusiness management performance and mediates the relationship between digital readiness, technology acceptance, and performance. Perceived usefulness is the strongest driver of adoption intention, indicating that agribusiness actors are more willing to adopt smart farming when they perceive clear managerial benefits. This study contributes to technology acceptance literature by positioning smart farming adoption as a managerial transformation process, not only as a technological decision.
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