THE ADVANTAGES OF DIGITAL TECHNOLOGIES IN ENHANCING THE EFFICIENCY OF AGRICULTURAL ENTERPRISES

This study examined the effects of digitalization technology shift on rural entrepreneurship and described mitigating efforts using exploratory sequential mixed methodologies. The application of the policy acceptance model method reduced the ambiguity of the analysis of entrepreneurial activity patterns. Data collection methods included semi-structured interviews, questionnaires, and ethnographic observations. The results showed that many new opportunities are created by the technology change and digitization of rural business. These include family-owned enterprises, equitable job opportunities, and regional economic growth.