Analysis of Factors Affecting Farmers’ Intention to Use Autonomous Ground Vehicles

In recent years, new autonomous ground vehicles (AGV) have been developed for the agricultural context to assist farmers and automate agricultural processes. Although there has been a high advancement in the development of AGV, this technology is not yet widely used on farms. Several factors may affect farmers’ willingness to adopt an autonomous ground vehicle. Therefore, this study aims to investigate the factors that influence farmers’ intentions to use AGV in agricultural activities. Based on previous studies that examine technology acceptance in the agricultural context, a model was developed. Based on Technology Acceptance Model (TAM) an extended version of the TAM was used including the Attitude of Confidence, Personal Innovativeness, Job Relevance, and Perceived Net Benefit. Sixty-eight farmers form various countries, mainly from Lebanon and Italy, completed a questionnaire to assess their intention to use AGV. Survey’s answers were analyzed using partial least square structural equation modeling. The results of the measurement model indicated that all variables were valid except for the attitude of confidence. The structural analysis showed that personal innovativeness had a positive effect on perceived ease of use, while job relevance and perceived ease of use had a positive effect on perceived usefulness, which positively influenced attitude toward using AGV and perceived net benefit. It was also found that attitude and perceived net benefit had a positive effect on the farmers’ intention to use AGV for field activities. Finally, the model outcomes underlined that neither farm size nor farmers’ education level had any influence on their intention to use AGV in agriculture.