Farmers’ utilization of digital technology for agricultural production in Chiang Mai Province

Abstract

This research employs a quantitative research approach with the following objectives: 1) To identify digital technology utilization for agricultural production by farmers in Chiang Mai province, 2) To analyze factors affecting digital technology utilization for agricultural production, and 3) To provide policy recommendations for farmer extension on digital technology utilization for agricultural production. Data were collected through structured interviews with 369 households of farmers aged between 18-45 years from seven sub-districts in Mae Chaem District, Chiang Mai province. The data were analyzed using descriptive statistics, including measures of central tendency, standard deviation, maximum, and minimum values, to describe the data. Furthermore, multiple regression analysis was performed to analyze the relationship between dependent and independent variables. The study found that more than half of the farmers are female (51.76%). The average age is 37 years, with the age group between 31 - 40 years being the most common (41.73%). The majority completed their education at the primary level (43.63%). The average farming experience was 15 years, with an average agricultural area of 16.81 rai. The main agricultural activity was maize cultivation. The average total household income was 106,857 baht per year, with an average income from agriculture of 93,195 baht per year. The majority of farmers (63.59%) were members of agricultural organizations. All farmers received agricultural information through online social media platforms such as Facebook, LINE, and YouTube (96.20%). All farmers had internet access and used it on their devices (99.19%). All farmers used smartphones, while only ten people used laptops, and one used desktop computers and tablets. The average experience of using smartphones was about five years, and most farmers learned to use them by themselves. The preferred usage time was between 18:01 and 21:00 and 09:01 - 12:00. The main purpose of using technology was communication among fellow farmers through LINE and Facebook (more than 89.00%). It was also employed for searching and accessing agricultural information through YouTube and accessing weather forecasts (more than 86.00%). Additionally, satellite image was utilized by 67.21% of farmers for data collection purposes. The behavior reflecting farmers' intention to use digital technology for agricultural production was generally high ("x" ̅ = 3.43). When considering each aspect, it is found that the following aspects were rated at a high level: effort expectation ("x" ̅ = 3.68), facilitating conditions ("x" ̅ = 3.62), expectation of effectiveness (mean = 3.59), price value (mean = 3.54) and hedonic motivation ("x" ̅ = 3.52) However, two aspects were rated at a moderate level: social influence ("x" ̅ = 2.72) and habit ("x" ̅ = 3.31). There were five factors affecting farmers' use of digital technology for agricultural production with statistical significance: age (negative relationship; p<0.01), education, contact with government agricultural extension officials, membership in agricultural organizations, and types of Internet access (positive relationship; p<0.01). Four behavioral variables were related significantly to farmers' intentions to use digital technology for agricultural production: performance expectation, facilitating conditions, and social influence (positive correlation; p<0.001) and habit (negative correlation; p<0.01). Policy recommendations are provided to encourage farmers to apply digital technology for agricultural production. Relevant government agencies should have policies to direct their units to create more contact channels for farmers; create educational materials and disseminate them online via social media platforms such as Facebook, LINE, and YouTube, and provide technical support online; and broadcast contents that meet the farmers' needs for practical applications for their agricultural production. They should provide a sufficient budget for required tools and equipment so farmers can access them. Improvement of the Internet network and services and research and development of digital technology for agricultural production suitable for farmers should also be supported.