Modeling Farmers’ Behavioral Intention to Adopt Digital Technologies in Primary Cambodian Agricultural Hubs

As Cambodia advances its digital agricultural ecosystem under national strategic policy frameworks, understanding farmers' adoption of digital agricultural technologies Modeling Farmers’ Behavioral Intention to Adopt Digital Technologies in Primary Cambodian Agricultural Hubs is critical for inclusive rural development. This study evaluates the structural determinants influencing farmers' behavioral intention to adopt digital agricultural tools using an adapted Unified Theory of Acceptance and Use of Technology (UTAUT) framework. Empirical data were collected from a sample of 400 gender-balanced farmers across ten districts in eight primary paddy rice and vegetable producing provinces. Following a two-stage scale purification process that reduced an initial 86-item pool to 30 finalized indicators, latent constructs were evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM) in JASP (version 0.19.2) with z-score standardization.

Performance Expectancy, UTAUT, PLS-SEM, Technology Adoption, Scale Standardization

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