Integrating technology acceptance model and theory of planned behavior to explain farmers’ intention to adopt artificial intelligence in agriculture

This study aims to develop and test an integrative model of the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to explain farmers' intentions to adopt artificial intelligence (AI) in the agricultural sector. The model positions Perceived Ease of Use (PEOU) as an initial determinant influencing Perceived Usefulness (PU), Attitude Toward AI (ATT), and Behavioral Intention to Use AI (BI), both directly and through mediating mechanisms. The study employed a quantitative explanatory design with a cross-sectional survey approach. Data were collected from 203 respondents, consisting of farmers and MSMEs and small-to-medium-scale agricultural businesses in the Greater Bandung area, from January to March 2024. The research instrument was an online questionnaire with a five-point Likert scale, and data analysis was conducted using covariance-based Structural Equation Modeling (SEM). The results showed that PEOU had a positive and significant effect on PU and ATT. Furthermore, PU, ATT, Perceived Behavioral Control, and Perceived Social Norms were shown to increase the intention to use AI in agricultural activities. Mediation tests confirmed that PU and ATT act as partial mediators in the relationship between ease of use and AI adoption intention. These findings emphasize that AI adoption in the agricultural sector is a gradual process that simultaneously involves cognitive, affective, and social factors. Theoretically, this study strengthens the relevance of TAM–TPB integration in the context of modern agriculture, while practically providing a basis for formulating strategies to accelerate sustainable digital transformation in agriculture.