Influence of Effort Expectancy on Precision Farming Technology Acceptance among Pineapple Growers in Malaysia

Jasmin Arif Shah, Fatin Nabihah Rasib, Nur Atikah Ismail, Nur Bahiah Mohamed Haris, Norida Mazlan

Abstract


The digital transformation of agriculture has accelerated the adoption of precision farming technologies (PFT) to enhance agricultural productivity, optimise resource utilisation, and support sustainable farming practices. Despite these potential benefits, the acceptance of PFT among Malaysian pineapple growers remains relatively limited, constraining the wider implementation of digital agriculture. This study examines the influence of effort expectancy on precision farming technology acceptance among pineapple growers in Malaysia. A quantitative research design was employed using a structured questionnaire administered to 184 pineapple growers. Data were analysed using descriptive statistics, Pearson correlation, and multiple regression analysis. The findings revealed that respondents reported a high level of effort expectancy (M = 3.16, SD = 0.76). Pearson correlation analysis indicated a strong positive relationship between effort expectancy and precision farming technology acceptance (r = 0.72, p < 0.01). Multiple regression analysis further demonstrated that effort expectancy significantly influenced technology acceptance (β = 0.420, t = 4.916, p < 0.001), indicating that growers who perceived precision farming technologies as easier to learn and use were more likely to accept them. This study extends the application of the Unified Theory of Acceptance and Use of Technology (UTAUT) by providing empirical evidence on the role of effort expectancy in shaping acceptance of precision farming technology among Malaysian pineapple growers. The findings suggest that strengthening farmer training, digital extension services, and user-friendly technology design may accelerate precision farming technology acceptance among pineapple growers in Malaysia.

Keywords


Precision farming technology; effort expectancy; technology acceptance; pineapple growers

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References


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DOI: http://dx.doi.org/10.17576/ebangi.2026.2303.26

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