A study of factors that affect attitude toward deploying smart-farm technologies in Tanud subdistrict, Damnoen Saduak district in Ratchaburi province

Abstract

Tanud subdistrict, Damnoen Saduak District in Ratchaburi Province is an area where there are a lot of farms, especially Guava farms. Guava produces both small and medium sizes with fast productivity for harvesting, this brings Guava farmers in good business. However, now Guava and several of agriculture products are imported from many countries such as China, Taiwan, etc. As a result of competition, it causes Thai farmers suffer from its quality supply chain. Therefore, Thai farmers have to involve in adopting of modern, innovative, and high technology for increasing their productivity. The “Smart-Farm Technologies are technologies which help farmers, especially Guava farmers, in order to compete with their potential exported markets. On the other hand, almost Thai farmer in this research had no experience for using any technology before. Thus, this study was focused on the farmer's attitude of adapt this technology in their farm. The research is a Quantitative Research by survey questionnaires including open-end questions to purposive sampling. Starting from awareness session running in parallel with the collection of data through survey questionnaires with farmers, the majority are Guava farmers. Then, analysis has been done by computer program (SPSS) with Multiple Linear Regression Analysis.The research model is adapted through the theory of TAM (Technology Acceptance Model), consisting of nine hypotheses from three independent factors (Usability Factor, Financial Factor, Area Structure Factor), and three dependent factors (Perceived Ease of Use, Perceived Usefulness, and Attitude for using). According to results, hypotheses are accepted. However, recommendations may be to government for further development of mechanism in two areas; 1) first investment funding and 2) technology standard. Recommendation may also to do survey in wider area than one subdistrict.