Technology Adoption Among Thai Farmers: The Mediating Role of Resistance to Change in a UTAUT2 Framework
Article Sidebar
Main Article Content
บทคัดย่อ
This study investigates the mediating role of Resistance to Change (RTC) in the relationship between UTAUT2 factors and behavioral intention to adopt business-to-business (B2B) agricultural marketplace platforms among smallholder farmers in Kamphaeng Phet Province, Thailand. Using purposive sampling, a quantitative survey was conducted with 400 smallholder farmers. Mediation analysis was performed using PROCESS Macro (Model 4) with 5,000 bootstrap resamples. The total effect of UTAUT2 on behavioral intention was significant (β = 0.8858, p < .001, 95% CI [0.8050, 0.9667]). When RTC was included in the model, the direct effect remained significant (β = 0.7366, p < .001), while the indirect effect through RTC was also significant (β = 0.1493, 95% CI [0.0897, 0.2175]), confirming partial mediation. Additionally, UTAUT2 negatively predicted RTC (β = –0.4848, p < .001), and RTC negatively predicted behavioral intention (β = –0.3056, p < .001). These findings indicate that stronger UTAUT2 factors reduce psychological resistance, thereby increasing the likelihood of technology adoption. The study provides empirical evidence for integrating behavioral resistance factors into UTAUT2 and offers actionable insights for policymakers and platform developers to design interventions that reduce resistance and accelerate digital agriculture adoption.
Article Details
อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
เอกสารอ้างอิง
Ahadzadeh, A. S., Wu, S., Ong, F. S., & Deng, R. (2021). The mediating influence of the unified theory of acceptance and use of technology on the relationship between internal health locus of control and mobile health application: Cross-sectional study. Journal of Medical Internet Research, 23(12). https://doi.org/10.2196/28086
Alghatrifi, I., & Khalid, H. (2019). A systematic review of UTAUT and UTAUT2 as a baseline framework of information system research: A case study of IPV6 adoption. In Proceedings of the 2019 6th International Conference on Research and Innovation in Information Systems (ICRIIS) (pp. 1–6). IEEE. https://doi.org/10.1109/ICRIIS48246.2019.9073292
Donmez-Turan, A. (2020). Does unified theory of acceptance and use of technology (UTAUT) reduce resistance and anxiety of individuals towards a new system? Kybernetes, 49(5), 1381–1405. https://doi.org/10.1108/K-08-2018-0450
Dudás, P. V., & Dávid, L. D. (2024). Unlocking the potential: UTAUT2 framework for embracing self-driving tractors in modern agriculture. Journal of Infrastructure, Policy and Development, 8(6), 1-21. https://doi.org/10.24294/jipd.v8i6.3442
Fox, G., Mooney, J., Rosati, P., Paulsson, V., & Lynn, T. (2018, August). Towards an understanding of farmers' mobile technology adoption: A comparison of adoption and continuance intentions. In Proceedings of the Americas Conference on Information Systems 2018 (AMCIS 2018): Digital Disruption. Association for Information Systems. https://aisel.aisnet.org/amcis2018/AdoptionDiff/Presentations/17
Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach (2nd ed.). New York: Guilford Press.
Jain, M., Soni, G., Verma, D., Baraiya, R., & Ramtiyal, B. (2023). Selection of technology acceptance model for adoption of Industry 4.0 technologies in agri-fresh supply chain. Sustainability, 15(6), 1-20. https://doi.org/10.3390/su15064821
Kaur, P., Ritu, R. K., & Kaur, A. (2024). Unraveling consumer behavioral intentions to adopt solar water heaters using UTAUT. Built Environment Project and Asset Management, 14(2), 312–328. https://doi.org/10.1108/BEPAM-07-2023-0118
Markovits, P. S. (2023). Factors influencing the digital agriculture adoption: A research model for assessing Romanian farmers’ motivations. In Proceedings of the 2023 11th Strategica International Conference: Building sustainable and resilient businesses and economies (pp. 361–372). National University of Political Studies and Public Administration. https://doi.org/10.25019/STR/2023.030
Markovits, P. S. (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, 9(1), 98-112. https://doi.org/10.47535/1991ojbe185
Migliore, G., Wagner, R., Cechella, F. S., & Liébana-Cabanillas, F. (2022). Antecedents to the adoption of mobile payment in China and Italy: An integration of UTAUT2 and innovation resistance theory. Information Systems Frontiers, 24(6), 2099–2122. https://doi.org/10.1007/s10796-021-10237-2
Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). McGraw-Hill.
Saengwong, S., Kongmuang, N., Intawicha, P., & Sakphoowadon, S. (2025). Logistic Regression Analysis of Factors Influencing Mobile Application Adoption in Smallholder Livestock Farming: A Case Study from Northern Thailand. Tropical Animal Science Journal, 48(2), 171-178. https://doi.org/10.5398/tasj.2025.48.2.171
Secretaria, N. M. (2019). Product Marketing Systems: The challenge of poverty and the culture of resistance against technological change. ISJ Theoretical and Applied Science, 6(74), 318-324. https://doi.org/10.15863/TAS.2019.06.74.40
Omar, Q., Yap, C. S., Myint, K. T., Ho, P. L., & Keling, W. (2022). Factors influencing behavioral intention to adopt the E-AgriFinance app. International Journal of Technology Diffusion, 13(1), 1–17. https://doi.org/10.4018/IJTD.304383
Oreg, S. (2003). Resistance to change: Developing an individual differences measure. Journal of Applied Psychology, 88(4), 680–693. https://doi.org/10.1037/0021-9010.88.4.680
Putra, Y. H., Warlina, L., Fatimah, D., Wantoro, & Aulia, S. S. (2023). Adoption of Agricultural Applications Using UTAUT2 Method. International Journal of Computer Sciences and Mathematics Engineering, 2(2), 52-65. https://doi.org/10.61306/ijecom.v2i2.22
Ravindran, Y., Haris, N. B. M., Shah, J. A., & Ilahi, W. F. F. (2024). UTAUT model insights on the adoption of smart farming technologies (SFTs) in Malaysia. International Journal of Research and Innovation in Social Science, 8(8), 4011-4020. https://doi.org/10.47772/IJRISS.2024.8080301
Sargent, K., Hyland, P., & Sawang, S. (2012). Factors influencing the adoption of information technology in a construction business. Australasian Journal of Construction Economics and Building, 12(2), 72-86. https://doi.org/10.5130/AJCEB.v12i2.2448
Salleh, M. N. B., Azmi, R. S. B., Osman, W. N. B., Zulhumadi, F. B., & Zainol, M. R. B. (2024). Examining factors influencing continuous adoption of drone technology in Malaysian paddy farming using an adapted UTAUT model. In 2024 International Conference on Advanced Mechatronic Systems (ICAMechS) (pp. 67–71). IEEE. https://doi.org/10.1109/ICAMechS63130.2024.10818828
Septiani, H. L. D., Sumarwan, U., Yuliati, L. N., & Kirbrandoko. (2020). Farmers’ behavioral intention to adopt peer-to-peer lending using UTAUT2 approach. Jurnal Manajemen Dan Agribisnis, 17(2), 107–120. https://doi.org/10.17358/jma.17.2.107
Sharma, A., Mohan, A., Johri, A., & Asif, M. (2024). Determinants of fintech adoption in agrarian economy: Study of UTAUT extension model in reference to developing economies. Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 1-9. https://doi.org/10.1016/j.joitmc.2024.100273
Shahid, M. K., Zia, T., Liu, B., Iqbal, Z., & Ahmad, F. (2024). Exploring the relationship of psychological factors and adoption readiness in determining university teachers’ attitude on AI-based assessment systems. The International Journal of Management Education, 22(2), 100967. https://doi.org/10.1016/j.ijme.2024.100967
Shi, Y., Siddik, A., Masukujjaman, M., Zheng, G., Hamayun, M., & Ibrahim, A. (2022). The antecedents of willingness to adopt and pay for the IoT in the agricultural industry: An application of the UTAUT2 theory. Sustainability, 14(11), 1-23. https://doi.org/10.3390/su14116640
Shih, S. C., & Chiu, B.-H. (2023). Willingness of farmers to adopt blockchain technology in smart agriculture. Journal of Economics, Finance and Accounting Studies, 5(4), 24-34. https://doi.org/10.32996/jefas.2023.5.4.3
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Xie, K., Zhu, Y., Ma, Y., Chen, Y., Chen, S., & Chen, Z. (2022). Willingness of tea farmers to adopt ecological agriculture techniques based on the UTAUT extended model. International Journal of Environmental Research and Public Health, 19(22), 1-14. https://doi.org/10.3390/ijerph192215351
Yeo, M. L., & Keske, C. M. (2024). From profitability to trust: Factors shaping digital Agriculture Adoption. Frontiers in Sustainable Food Systems, 8, 1-15. https://doi.org/10.3389/fsufs.2024.1456991
Zamil, A. M. A., Javed, H. M. U., & Ali, S. (2024). Internet of things platforms adoption in agriculture: Comparative theoretical models. International Journal of Retail & Distribution Management, 52(9), 965-981. https://doi.org/10.1108/IJRDM-10-2022-0420
