Agricultural specialists' intention toward precision agriculture technologies: integrating innovation characteristics to technology acceptance model.

Environmental technology is a major determinant for paradigm shift in agriculture and environmental improvement. Precision agriculture technologies are designed to provide extensive information and data to assist farmers when making site-specific management decisions. The paper aims to investigate intention and attitude toward adoption of precision agriculture technologies among agricultural specialists in Iran. A survey using stratified random sampling was used to collect data. Structural equation modeling using LISREL software was used to analyze data. The results showed that observability, triability and attitude to use positively affect intention to adoption of precision agriculture technologies. Attitude to use is the most important determinant of intention. Also, perceived ease of use and perceived usefulness indirectly influence the intention to adoption through attitude to use.