Adoption of Thai Rubber Smallholders’ Household on the Use of ICT: A Case of Southern Thailand


Rubber is one of them which create high economic values for Thailand apart from rice. Under the uncertain socio-economic and environment situation, rubber smallholders’ household confronts with many obstacles such as rubber price and climate variation. The rubber smallholder is intensively supported by the government, in forms of technology and production inputs such as seedlings, land preparation and fertilizer. Moreover, the governments have attempted to overcome some of the perceived information failures related to adoption via agricultural extension services for example technology transfer program, e-service and e-library. Thailand is still very young in term of Information and Communication Technology (ICT) adoption in agricultural sector, however. This study aims to investigate the use of ICT among rubber smallholders household in relation to the pattern of use, purpose of use, perceived usefulness and perceived ease of use. Data were gathered from a distributed questionnaire in the South of Thailand during December –May 2014 made up of 264 small rubber farmers. The Technology Acceptance Model (TAM) and statistical analysis were employed in order to examine empirically whether socio-economic variables and TAM attributes have a systematic link with the decision to adopt of ICT service. The findings reveal the determinant factors on ICT adoption of rubber smallholders’ household and indicated the main barrier of ICT adoption. Possible policy to promote more ICT adoption among rubber smallholders were also discussed

Author Information
Chalita Srinuan, King Mongkut’s Institute of Technology Ladkrabang, Thailand
Amnuay Saengnoree, King Mongkut’s Institute of Technology Ladkrabang,Thailand

Paper Information
Conference: ACTIS2014
Stream: Social Aspects of Mobile Technology

This paper is part of the ACTIS2014 Conference Proceedings (View)
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Posted by James Alexander Gordon