Svenja Mohr|Rainer Kühl
Acceptance of artificial intelligence in German agriculture: an application of the technology acceptance model and the theory of planned behavior
University of Giessen|University of Giessen
abstract use artificial intelligence ai agriculture expected yield advantages savings production resources labor costs working hours well reduction soil compaction however economic ecological benefits ai systems agriculture realized farmers willing use study applies technology acceptance model tam davis 1989 theory planned behavior tpb ajzen 1991 investigate behavioral factors influencing acceptance ai agriculture composite model extended two additional factors expectation property rights business data personal innovativeness structural equation analysis used determine importance factors influencing acceptance ai systems agriculture purpose 84 farmers surveyed letter online questionnaire results show perceived behavioral control greatest influence acceptance followed farmers personal attitude towards ai systems agriculture modelled relationships explain 59 total variance acceptance several options implications increase acceptance ai systems agriculture discussed