DETERMINANTS OF TECHNOLOGY ADOPTION ATTITUDE AND THEIR IMPACT ON FARMERS’ BUYING BEHAVIOUR: EVIDENCE FROM THE AGRICULTURAL SECTOR
Keywords:
Financial Literacy, Adoption attitude, Farmers Buying Behaviour, AOTAbstract
Purpose –Following the emergence of technology advancement in all spheres of life, the present study aims to provide insight into the association between the determinants of technology adoption attitude and its effect on Farmers Buying Behaviour.
Design/methodology/approach – Structural equations modeling and path analysis were used to test the assumptions based on data acquired through a survey. For this study, data was collected from 307 respondents through random sampling.
Findings – The findings reveal that all determinants have a significant effect on technology adoption attitude, and a change in attitude significantly affects Farmers buying behaviour.
Originality/value – This study is an attempt to fill the gap in the literature by exploring the role of technology adoption attitude and Farmers buying behaviour. This study tries to explore the new determinants of technology adoption attitude and Farmers Buying Behaviour.
