A Causal Model of Farmers' Decision to Purchase Smart Farming Systems in The Lower Northern Region 1 of Thailand

Abstract

This research aimed to study factors influencing the purchase decision of Smart Farming systems among farmers in the Lower Northern Region 1 of Thailand, which includes Phitsanulok, Tak, Sukhothai, Phetchabun, and Uttaradit provinces. Two models were developed: a measurement model and a structural equation model, to examine the relationships between latent and observed variables. The sample consisted of 600 farmers with experience using Smart Farming systems. Data were collected using questionnaires developed based on the Technology Acceptance Model (TAM) and analyzed using descriptive statistics and Structural Equation Modeling (SEM). The results showed that trust is the most crucial factor affecting the decision to purchase Smart Farming systems, with both direct and indirect influences through perceived usefulness and perceived ease of use. Additionally, the perception of concrete results from system uses and the convenience of implementing the system in agricultural areas are key factors promoting the adoption of Smart Farming technology among farmers. Based on these findings, it is recommended that Smart Farming system manufacturers and distributors focus on building trust through developing accurate and reliable systems, while communicating tangible benefits and user-friendly operations. Furthermore, digital marketing strategies, especially online advertising, should be employed to create widespread awareness and understanding of Smart Farming technology among farmers, which will stimulate long-term adoption and purchase decisions.