Exploring the key determinants of gamefowl breeders' adoption of an Integrated Gamefowl and Security System (IGISS) using the Integrated Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB)

Date

6-2021

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Mar B. Cruz

Committee Member

Dinah Pura T. Depositario, Melodee Marciana E. De Castro

Abstract

Interoperability of farm production processes has become a worldwide trend, notably as the utilization and integration of smartphone-based programs and the internet to farm operations as decision support tools has increased. In order to improve conventional animal documentation, supervision, and registration, an integrated smartphone-based application system as a decision support tool (DST) for animal farm operations is required. Notwithstanding the rapid global adoption acceptance of decision support tools in other animal industries, such as dairy farms, adoption of smartphone-based DST applications dedicated to breeding farms appears to be slow, if not present at all. In the Philippines, researches on DSTs for animal production, resource conservation, and climate mitigation had been conducted. However, those researches focused on the technicality, development, designs and impact assessment of the system. None from the studies explored the factors that affect adoption of the said technology. Moreover, the technology innovations are web-based or computer assisted application technology and not smartphone-based applications. Hence, with the establishment of the fact that DST tools, like the Integrated Gamefowl Identification and Security System (IGISS), can be beneficial for the breeders farms, the study examined the factors that affect breeders’ intention to adopt such innovation. The study explored the perception, behavioral profile and the intention of one-hundred and sixteen (116) members of the Batangas Breeders Club (BBC).

The conceptual framework of the study was based from the extensive review of different literatures supporting the Theory of Planned Behavior (TPB) by Ajzen (1986), the Technology Acceptance Model by Davis et al. (1989), and the integrated TAM-TPB framework by Taylor and Todd (1995) in exploring the determinants for technology adoption among gamefowl breeders. Moreover, the framework also made use of the Individual Context, Technology Context and Implementation Context as categorical schemes proposed by Hu and Chau (2002). These contexts are able to provide the socio-demographic and farm characteristics (Individual), breeder’s perception (technology) and behavioral profile (Implementation) as factor affecting the intention to adopt IGISS. The integrated TAM-TPB model from Taylor and Todd (1995) is extended by adding the socio-demographic profile and farm characteristics to address the limitation discussed in their study. Ultimately, the framework added the construct of Perceived Mobility (PM) to improve the explanatory power of Perceived Usefulness (PU) in the technology context since the IGISS is running in the paradigm of mobile phone devices.

Moreover, the study made use of descriptive and causal research design. The sampling method focused on drawing sample from all the current members of BBC as of March 2021. Hence, the study employed simple random sampling using random number generator. Items used to operationalize the constructs included in each investigated model were mostly adopted from

relevant prior research, with necessary validation and wording changes tailored to smartphone- based DST adoption and the gamefowl breeders. Data collection was conducted through an online

survey form sent to the samples’ e-mail addresses and social media accounts. The study utilized R Studio Software for the analysis. Frequency analysis was employed to assess the breeders’ perceptions and intention to adopt IGISS. The integrated TAM-TPB model was estimated using structural equation modelling (SEM). This method was chosen as it enabled for the measurement of interactions among constructs as well as between indicators and constructs at the same time. Specifically, the research used structural equation modeling with partial least squares (PLS-SEM) in the analysis of the relationship of factors affecting the intention to adopt. The analysis of the model using PLS-SEM was divided into two components: the outer (correlation between indicator and construct using reliability and validity tests) and the inner (causal relationship between constructs). Indicator reliability, internal consistency reliability, construct reliability, convergent validity, and discriminant validity are all evaluated to determine the outer model of the predicted TAM-TPB integrative framework. For the inner model relationship, a bootstrap of five thousand (5,000) subsamples we used. Afterwards, the structural model coefficients and hypotheses testing indicators like the beta value (standardized loading factor), 2.5% Confidence Interval value, 97.5% Confidence Interval value, Bootstrapped T-value, decision, Variance Inflated Factor, and the adjusted R2 will be obtained. Lastly, the market potential of IGISS was also assessed using the assumptions of market penetration rate, average annual consumption, target potential customers and average selling price per unit of the technology.

According to the data, the average age of the breeders was 47.94 years on which almost all (98.28%) were male. The average stay in the industry was 16.54 years, rearing an average of 59 heads of gamefowls operating in an average of 3.10 hectares of land. According to the analysis of the responses, it can be summarized that majority of the breeders had a positive perception towards the use, ease of use and mobility of IGISS. This was highly supported by more than one-third (34.48%) of the breeders who stated that IGISS was an easy to use smartphone-based application for their farms. Specifically, results showed that, in general, breeders believed that IGISS was an easy to use smartphone app and farm assistant that does not require a lot of mental effort in accomplishing their daily farm tasks. Moreover, more than one-third (38.79%) of the breeders said that IGISS was a very useful smartphone-based application for their farms. Results showed that, in general, breeders believed IGISS was useful and advantageous to accomplishing their farm tasks in a quick manner and with less error. Lastly, almost half (43.10%) of the breeders said that the mobility feature of IGISS was highly beneficial for their farms. Results showed that, in general, breeders believed that the wireless capability of IGISS made it possible and more convenient for them to access real-time farm and animal information anytime and anywhere.

Moreover, it can be summarized that majority of the breeders have a positive behavioral profile of perceived behavioral control, subjective norm and attitude towards IGISS. This was supported by more than one-third (37.07%) of the breeders who viewed IGISS as highly desirable. Specifically results showed that, in general, breeders liked the idea of IGISS and agreed that it was desirably a good deal to use the system on their farms to make tasks more interesting. Moreover, majority of the breeders have the resource and technology-facilitating conditions to adopt IGISS It also showed that more than one-third (37.93%) of the breeders highly perceived that using IGISS would be entirely within their control. Results showed that, in general, breeders have the financial resources and time to avail the related components of IGISS to make it entirely within their control, while also having the knowledge and ability of learning the system. Lastly, the opinion of the people around the breeders affected their adoption of IGISS. This was supported by more than one-fourth (26.72%) of the breeders who stated that the people influencing their behavior would suggest the use of IGISS. Results showed that, in general, the perception of the people who influenced the behavior of the breeders, who they also considered important and whose opinions were valuable, highly affected their intention to adopt IGISS.

On the other hand, majority of the breeders had high willingness to adopt IGISS. This was supported by more than one third (39.66%) of the breeders who stated that they will surely deploy IGISS in the future. It can be implied that the high level of intention to adopt IGISS was brought by the general positive perception of the breeders with IGISS with respect to its mobility, usefulness and ease of use. Additionally, their behavioral profile also suggested that the breeders have a general positive attitude towards IGISS, a reliable assessment of the influence of people towards their adoption, and they have the facilitating conditions (financial, technological and self-efficacy) to adopt IGISS. To put emphasis with their intention, breeders have high willingness to deploy IGISS in their farms and will use it in their daily breeder farm activities as often as needed.

Based from the analysis of the relationship among factors influencing the adoption of IGISS, it was found that majority (92.8%) of the variance in Perceived Usefulness was explained by Perceived Mobility. This suggested that almost all of the factors influencing the Perceived Usefulness of IGISS was affected by the characteristics of its perceived mobility. Higher perception of perceived mobility meant higher perception of the usefulness of IGISS. On the other hand, both the Breeder’s Age and Breeders Education explained more than one-third (39.7%) of the variance in Perceived Ease of Use. This implied that more than one-third of the perception of the breeders when it comes to the ease of using IGISS was influenced by their age and their education. This also suggested that increasing age of the breeders have a negative effect on their perception of ease of use. On the other hand, higher educational level meant a more positive perception on its ease of use. Moreover, almost all (89.20%) of the variance in Attitude was explained by Perceived Usefulness. This highlighted that majority of the positive assessment or disposition of the breeders towards adopting IGISS was affected by their perception of its usefulness. Breeders with high perception of the Perceived Usefulness of IGISS meant that they have a more positive attitude towards it. Lastly, a significant majority (98.5%) of the variance in the Intention to Adopt IGISS was explained by Attitude. This evaluation implied that almost all of the factors considered by the breeders in adopting IGISS on their farms solely depended on their positive or negative assessment with the technology. Alternatively, this suggested that among the other factors affecting breeders intention to adopt IGISS (Subjective Norm, Perceived Usefulness, Perceived Behavioral Control and Attitude), only their Attitude can dictate if they will adopt or not adopt IGISS on their farms.

Policymakers, as well as developers of smartphone apps and providers of applications such as DST, farm equipment, and services that interact with cellphones, may find the research useful. The reported current usage of smartphone apps, with specified functionality, can be used by app developers to drive future development. In line with that, handling of an app and provision of information should be kept as simple as possible to make IGISS attractive for breeders regardless of educational background, age, flock size and previous knowledge. Moreover, the study gave views into the characteristics of the target segments who were most likely to be smartphone app users. The suppliers and developers of smartphone apps who integrated other types of applications with smartphones can benefit from this. It was also suggested that marketing operations should consequently target young, well-educated farmers who operate larger farms. Marketing activities for farm management tools that offer the capacity to incorporate smartphones should emphasize this aspect to the target audience. As previously stated, more education among farmers has a good impact on smartphone uptake. While it was evident that there is no public interest in explicitly encouraging smartphone adoption in gamefowl breeding, these findings are deemed important for animal breeding education in general.

Smartphones and their capability to aid breeders in the use of mobile technology as DST on breeder farms should be included in public education for breeders, and for farmers in general, on digitization, which has lately been supported by the Bureau of Animal Industry. Increased breeder awareness of existing technologies could boost adoption and thereby address public needs, such as reducing serious environmental and social consequences through the use of animal health remote monitoring or the use of PAT in conjunction with cellphones. Likewise, app providers and developers who are interested in raising awareness and, ultimately, acceptance because greater adoption rates allow them to collect more data for further improvement of smartphone apps to fulfill the needs of breeders. In relation to this, application of the same technology in other industries like cattle, sheep and swine is possible direction for development. The same principle of IGISS can be applied but it may use different components since other livestock require a more specialized method of identification. Some modification may include batch animal identification and cattle traceability.

Because location influences smartphone adoption, the findings suggest that mobile internet availability could be a stumbling block. Policymakers should place a higher priority on expanding mobile and fixed broadband connectivity in rural areas. Similarly, it should be studied whether cultural characteristics, such as openness to new technology, can explain disparities in adoption patterns between regions of interest. Further psycho-social aspects, such as perceived learning costs or perceived advantage of integrating smartphones and farm management technologies in practical use, should be explored. Finally, the desire to pay for smartphones and apps, and some fulfillment with existing apps, might be studied, which may be beneficial to smartphone app creators and providers.

Language

English

LC Subject

Agricultural processing, Farm Management

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2021 M17 B65

Notes

2021 Best Special Problem Report

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Document Type

Thesis

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