جستجوی مقالات مرتبط با کلیدواژه « s adoption » در نشریات گروه « علوم ترویج »

online social networks (OSNs) are considered as one of the achievements of the era of rapid advancements in ICT, the most popular social media and have been significantly welcomed. In the meantime, OSNs with wide distribution and high speed are suitable tools for these purposes, especially for farmers to achieve educational-extensional goals. However, not many studies have been conducted on the acceptance of these networks among farmers with educational-extensional goals. So, this research was conducted with the aim of investigating the factors influencing the use OSNs with educational-extensional activities among farmers in Khuzestan province in Iran by using the developed technology readiness index (TRI). Among the farmers of Khuzestan province, the number of usable completed questionnaires, which were collected through simple random sampling from 377 farmers as a research sample, was analyzed. In order to increase the strength of the index, the variable of social influence was added to the index. The collected data were analyzed with Smart PLS and SPSS software. The results of the structural equation model (SEM) showed that the variables of optimism, innovativeness had a positive and significant effect and discomfort and insecurity did not have effect on farmers' technology readiness index adoption regarding the use of OSNs for educational and extensional purposes. Also, the variable of social influence as a variable added to this index and had a significant effect on the farmers' technology readiness index adoption. The results of this research can open the way for the planners and experts of the agricultural sector.

Water is the major limiting factor for agriculture in an arid and semi-arid region. Demand for available water resources is fast and the competition among the various sectors of the economy for the scarce water is becoming intense. In response to these conditions, pursuing various innovative technical, institutional and policy interventions to enable the efficient, equitable and sustainable utilization of the scarce water resources. In this regard, many governments introduce new irrigation systems to address water shortage in their agriculture sectors. However, the success of such policy completely depend on farmers’ adoption and this, in turn, depends on farmers’ satisfaction.  In light of these facts, the aim of this paper is to investigate and measure farmers' satisfaction with a new irrigation system that ultimately leads to a better understanding of why farmers adopt or reject new irrigation system. To achieve these goals, the survey method is applied as a research method. The statistical populations were farmers who adopted the new irrigation system in Behbehan Township in Khuzestan province in southern Iran. Data were collected using a researcher made questionnaire. Validity questionnaires were approved by a panel of expert and its reliability was approved by a pilot study (0.81-0.94). Structural equation modeling showed that farmers’ satisfaction mainly was determined by value followed by perceived quality. The findings yield public policy and marketing recommendations for stimulating the adoption of new irrigation systems among farmers. The findings yield public policy and marketing recommendations for stimulating the adoption of new irrigation systems among farmers.