Study on the influence mechanism of adoption of smart agriculture technology behavior

Smart agricultural (SA) technology has become a technological support for modern agriculture. By exploring the decision-making process and psychological motivation of farmers in adopting SA technology, it is conducive to achieving the popularisation of SA technology and promoting the modernisation of agriculture. Based on microscopic research data, a Structural Equation Model (SEM) is used to analyse the influencing factors and extent of cotton farmers’ adoption of SA technologies, using Deconstructive Theory of Planned Behavior (DTPB) as the analytical framework. This was combined with in-depth interviews to further reveal the motivations and influencing mechanisms of cotton farmers’ adoption of SA technologies. The results show that under the behavioural belief dimension, cotton farmers value the positive effect of perceived usefulness even though the risk of the technology itself has a dampening effect on adoption intentions. Under the normative belief dimension, superior influence influenced the willingness to adopt SA technologies to a greater extent than peer influence. Under the control belief dimension, factors such as self-efficacy and information channels influence willingness to adopt technology and behaviour. In addition, behavioural attitudes, subjective norms, and perceived behavioural control all contribute to cotton farmers’ willingness to adopt SA technologies, and can also influence behaviour directly or indirectly through willingness to adopt. Policy and technology satisfaction positively moderate the transition from willingness to behaviour. Therefore, preferential policies are proposed to reduce the cost of adopting SA technologies; to continuously improve the level of SA technologies; to establish SA technology test plots to provide a reference base; and to increase knowledge training on SA and expand access to information.