Acceptance of new agricultural technology among small rural farmers

Amid China’s 2023 policy shift toward rural revitalization and agricultural modernization driven by a substantial agricultural population and the foundational role of agriculture in the national economy, there is an urgent need for the widespread adoption of new agricultural technologies to boost production quality, efficiency, and economic development. This study examines the determinants of technology adoption in agriculture among small rural farmers, focusing on the unified theory of acceptance and use of technology framework. Using a cross-sectional survey approach and a convenience sampling method, the study ultimately collected 326 responses from rural farmers. The collected data were analyzed using a structural equation modeling method with SmartPLS 4 software. The results reveal significant determinants of the intention to use new agricultural technology and the use of new agricultural technology, with performance expectancy, effort expectancy, and hedonic motivation exhibiting positive effects. Facilitating conditions have emerged as key factors influencing both the intention and usage of new agricultural technology. Although age does not moderate any of the relationships, using years moderates the relationship between performance expectancy and intention to use new agricultural technology as well as price value and intention to use new agricultural technology. Intention to use new agricultural technology has significant and positive mediating effects on the proposed relationships. The theoretical implications of this study underscore the significance of understanding the complex interplay of determinants, moderating factors, and mediating pathways within the unified theory of acceptance and use of technology framework to advance the knowledge of agricultural technology adoption. This study provides valuable perspectives for policymakers, practitioners, and researchers dedicated to promoting the adoption of sustainable technology in the agricultural sector.