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Applying Diffusion of Innovation Theory and Unified Theory of Acceptance and Use of Technology (UTAUT) on Farmers’ Use of Communication Technology

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Main Authors: Ahmad Fahmi, Mahamood, Rosli, Mohammed, Mohd Khairie, Ahmad, Ahmad Hifzurrahman, Ridzuan, Mohamad Rezal, Hamzah, Shuhairimi Abdullah, Hayrol Azril, Shaffril
Format: Article
Language:English
Published: Center for Communication Technology And Human Development (UniMAP) 2018
Subjects:
Innovation
Channel
Agricultural Development
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/52962
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spelling my.unimap-529622018-05-15T01:17:32Z Applying Diffusion of Innovation Theory and Unified Theory of Acceptance and Use of Technology (UTAUT) on Farmers’ Use of Communication Technology Ahmad Fahmi, Mahamood Rosli, Mohammed Mohd Khairie, Ahmad Ahmad Hifzurrahman, Ridzuan Mohamad Rezal, Hamzah Shuhairimi Abdullah Hayrol Azril, Shaffril Innovation Channel Agricultural Development Link to publisher's homepage at http://johdec.unimap.edu.my The study is focused on the use of communication technology in agricultural development. It is inevitable for the farmers to utilise the communication technology, which is a well known innovation, in order to get hold of various agricultural information that could help them to heighten the quality and quantity of agricultural products. Innovation is the implementation of ideas, products, practices, and services that adds the value to individuals (Rogers, 2003). The Malaysian farmers are merely way behind in terms of utilizing communication technology, which have prompted the researchers to look at this phenomenon in greater depth. The aim of this study is to help more farmers to use communication technology, henceforth naturally increases the number of knowledgeable and informative farmers. Based on Diffusion of Innovation Theory and Unified Theory of Acceptance and Use of Techology (UTAUT), this study observes the effectiveness of the combination of these two theories specifically on the use of communication technology among farmers. The construct of innovation characteristics includes relative advantages, compatibility, trialibility, complexity, and observability, whereas the construct of technology acceptance includes effort expectation, performance expectations, social influence, and facilitating situation. A total of 398 malaysian farmers were involved in this study as the respondents. The result shows that the use of communications technology such as interactive media and social media, can largely be utilised by the farmers, as the use and the acceptance of communication technology have increased. A linear regression test has shown the effect on the Diffusion of Innovation Theory and UTAUT is at 10.2 variance changes. Thus, the combined use of these 2 theories suits effectively to be the foundation to investigate the use of the communication technology among farmers. This model can be improved or further modified for future research to identify other factors that could play a role in the use and acceptance of innovation, especially among farmers. 2018-05-15T01:17:32Z 2018-05-15T01:17:32Z 2016 Article Journal of Human Development and Communication (JoHDEC), vol.5, 2016, pages 27-40 2289-2702 http://dspace.unimap.edu.my:80/xmlui/handle/123456789/52962 en Center for Communication Technology And Human Development (UniMAP)
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Innovation
Channel
Agricultural Development
spellingShingle Innovation
Channel
Agricultural Development
Ahmad Fahmi, Mahamood
Rosli, Mohammed
Mohd Khairie, Ahmad
Ahmad Hifzurrahman, Ridzuan
Mohamad Rezal, Hamzah
Shuhairimi Abdullah
Hayrol Azril, Shaffril
Applying Diffusion of Innovation Theory and Unified Theory of Acceptance and Use of Technology (UTAUT) on Farmers’ Use of Communication Technology
description Link to publisher's homepage at http://johdec.unimap.edu.my
format Article
author Ahmad Fahmi, Mahamood
Rosli, Mohammed
Mohd Khairie, Ahmad
Ahmad Hifzurrahman, Ridzuan
Mohamad Rezal, Hamzah
Shuhairimi Abdullah
Hayrol Azril, Shaffril
author_facet Ahmad Fahmi, Mahamood
Rosli, Mohammed
Mohd Khairie, Ahmad
Ahmad Hifzurrahman, Ridzuan
Mohamad Rezal, Hamzah
Shuhairimi Abdullah
Hayrol Azril, Shaffril
author_sort Ahmad Fahmi, Mahamood
title Applying Diffusion of Innovation Theory and Unified Theory of Acceptance and Use of Technology (UTAUT) on Farmers’ Use of Communication Technology
title_short Applying Diffusion of Innovation Theory and Unified Theory of Acceptance and Use of Technology (UTAUT) on Farmers’ Use of Communication Technology
title_full Applying Diffusion of Innovation Theory and Unified Theory of Acceptance and Use of Technology (UTAUT) on Farmers’ Use of Communication Technology
title_fullStr Applying Diffusion of Innovation Theory and Unified Theory of Acceptance and Use of Technology (UTAUT) on Farmers’ Use of Communication Technology
title_full_unstemmed Applying Diffusion of Innovation Theory and Unified Theory of Acceptance and Use of Technology (UTAUT) on Farmers’ Use of Communication Technology
title_sort applying diffusion of innovation theory and unified theory of acceptance and use of technology (utaut) on farmers’ use of communication technology
publisher Center for Communication Technology And Human Development (UniMAP)
publishDate 2018
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/52962
_version_ 1643803745039941632
score 13.222552

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