Intelligent Hog Farming Adoption Choices Using the Unified Theory of Acceptance and Use of Technology Model: Perspectives from China’s New Agricultural Managers

Jiannan Wang, Shaoning Zhang and Lezhu Zhang ()
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Jiannan Wang: College of Economics and Management, South China Agricultural University, Guangzhou 510642, China
Shaoning Zhang: School of Insurance, Guangdong University of Finance, Guangzhou 510521, China
Lezhu Zhang: College of Economics and Management, South China Agricultural University, Guangzhou 510642, China

Agriculture, 2023, vol. 13, issue 11, 1-22

Abstract: This research delves into the intricacies of decision-making processes underpinning the willingness to upgrade technology within the burgeoning domain of intelligent pig farming in China, employing the UTAUT model to scrutinize how various determinants sway upgrade willingness and the ensuing behavioral modification. By applying the UTAUT model to intelligent pig farming, the inquiry evaluates the impact of performance expectations, effort expectations, social influence, and contributory factors on upgrade willingness and behavior, with data amassed from assorted novel agricultural management entities in China. The findings unveil that performance and effort expectations, social influence, and contributory factors have a favorable influence on upgrade willingness, while contributory factors, alongside the augmentation of upgrade willingness, positively affect upgraded behavior. This inquiry underscores the multifaceted interaction of factors guiding technological upgrade verdicts in intelligent pig farming, furnishing invaluable insights for comprehending technology adoption in agriculture. It lays a groundwork for devising strategies to spur technological advancements, harboring potential for wider applications across varied agricultural vistas.

Keywords: intelligent farming; UTAUT model; new agricultural management entities (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: 2023
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