Sustainable Agricultural Productivity The Role of Entrepreneurial Orientation in Small Farmers’ Adoption of Big Data Devices for Agriculture
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摘要
Small farmers in Malaysia face significant productivity challenges due to reliance on traditional farming methods despite the availability of advanced agricultural technologies. This study investigates the factors influencing the intention to adopt Big Data Devices for Agriculture (BDDA), focusing on the mediating role of perceived usefulness in the relationship between Entrepreneurial Orientation (EO)—encompassing innovativeness, proactiveness, and risk-taking—and adoption intention. A 2023 survey of 450 small farmers yielded 310 valid responses, analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that innovativeness (β = 0.372, p < 0.001) and proactiveness (β = 0.334, p < 0.001) positively impact the intention to adopt BDDA, while risk-taking (β = -0.133, p = 0.008) has a negative effect. Perceived usefulness significantly influences adoption intention (β = 0.344, p < 0.001) and mediates the relationship between EO and BDDA adoption. The study extends the Technology Acceptance Model (TAM) by illustrating how EO traits affect technology adoption through perceived usefulness. These findings highlight the importance of enhancing perceived usefulness to promote technology adoption for sustainable agriculture among small farmers, offering valuable insights for policymakers and technology developers.
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