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Abstract Precision agriculture (PA) is a farm management strategy that relies on various technologies to improve the productivity and sustainability of farming operations. The adoption of PA entails on-farm and off-farm benefits; however, the adoption rates remain low in Iran. Using the socio-psychological framework of the technology acceptance model (TAM), this study examined agricultural extension experts‘ intentions to use precision agricultural technologies (PATs) in Ardabil province, Iran. Structural equation modelling (SEM-PLS) was used to map the components of the TAM (perceived usefulness, perceived ease of use, and attitudes toward PATs). All the components of the TAM showed a significant effect on experts‘ intentions, confirming the importance of socio-psychological variables in predicting agricultural experts‘ decision to apply PATs. Experts perceived PATs as helpful and relatively easy to use. In addition, they had positive attitudes toward PATs and intended to use most PA technologies. The TAM posits that two attitudinal components of perceived usefulness (PU) and perceived ease of use (PEU) determine acceptance and use. PU is the degree to which one believes using technology would enhance job performance, while PEU is the degree to which using technology is free of effort. The results showed that PEU and PU had a positive impact on attitudes. The three constructs positively affected behavioural intention toward the application of PATs and explained 68.8% of the variance of this construct. Due to the novelty of PA in the country, PEU was the most critical determinant of intention.
Bagheri et al. (Sat,) studied this question.