The Antecedents of Willingness to Adopt and Pay for the IoT in the Agricultural Industry: An Application of the UTAUT 2 Theory

This paper aims to examine the factors influencing the willingness of Bangladeshi farmers to adopt and pay for the Internet of Things (IoT) in the agricultural sector by applying the theoretical framework of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2). To this end, the study employed a quantitative research methodology and obtained data from 345 farmers from the northern districts of Bangladesh. Using a cross-sectional survey design and convenience sampling method, a study of premium fruit growers was undertaken to assess IoT use in agriculture, and the primary survey data were analyzed using the Structural Equation Modeling (SEM) approach via AMOS 26. The study confirmed that effort expectancy, performance expectancy, facilitating condition, hedonic motivation, government…