Analysis of factors affecting farmers' satisfaction when applying digital technology in rice production in the Mekong Delta

The purpose of this study is to identify factors that may influence farmer satisfaction with the application of digital technology in rice production in the Mekong Delta. The study proposes a research model on satisfaction with the application of digital technology in the agricultural sector, identifying the main components proposed by previous studies. The study tests the hypotheses through multiple regression analysis based on a survey of 400 farmers in the Mekong Delta region. The results show that there are seven components that significantly influence satisfaction, arranged in order from the strongest to the lowest influence; respectively, risk perception has the strongest impact, followed by technology trust, price perception, functional quality, reliability perception, technical quality, and finally service delivery method. This information helps digital technology service providers in the agricultural sector better understand the factors that satisfy the needs of farmers, thereby being able to adjust and improve the quality of services provided to increase satisfaction, contributing to the sustainable development of local agriculture.