Investigating Farmers’ Perceptions of Drone Technology in Thailand: Exploring Expectations, Product Quality, Perceived Value, and Adoption in Agriculture

Adisak Suvittawat ()
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Adisak Suvittawat: School of Management Technology, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand

Agriculture, 2024, vol. 14, issue 12, 1-25

Abstract: This study examines farmers’ perceptions of drone technology in agriculture, highlighting its growing importance in modern farming. Despite the potential benefits of drones, there remains a research gap in understanding how factors like expectations, product quality, and perceived value influence adoption. This research seeks to fill that gap through a survey of 410 farmers in Thailand who have prior drone usage experience. The methodology employed a quantitative approach using structured questionnaires, with data analyzed through Structural Equation Modeling (SEM). The results indicate that expectations, mediated by perceived product quality and value, significantly influence farmers’ attitudes toward drone technology. Product quality—particularly in terms of precision, durability, and ease of use—emerged as a key factor in shaping trust and adoption. Economic, social, and personal perceptions were also found to drive perceived value. The study concludes that aligning drone features with farmer expectations can increase perceived value, facilitating wider adoption. Policymakers and service providers are encouraged to focus on enhancing product functionality and offering targeted educational programs to build confidence among farmers. This research contributes to a deeper understanding of the socioeconomic factors influencing agricultural innovation and offers practical recommendations for promoting sustainable technological adoption in the sector.

Keywords: farmer expectations; drone technology; perceived value; product quality; technology adoption (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2024
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