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Role of end-user behaviour on the adoption decision of an innovation: the case of pre­ventive solutions to control bovine mastitis disease in dairy enterprise


Affiliations
1 Farm Science Centre, Tamil Nadu Veterinary and Animal Sciences University, Kallakurichi 606 301, India
2 Directorate of Extension Education, Tamil Nadu Veterinary and Animal Sciences University, Kallakurichi 606 301, India
 

Adopting innovation is a crucial decision to increase output, productivity and reduce loss. Previous studies have suggested that technology attributes and socio-demo­graphic factors influence the adoption of any innovation. This necessitates understanding the user behaviour in the adoption decisions. The present study focusses on behavioural intentions of the users (dairy farmers) regarding preventive solutions to control bovine mastitis in their dairying enterprise in Kallakurchi district of Tamil Nadu, India. The technology acceptance model (TAM) was employed in this study. Data were collected through a pre-tested interview schedule among 60 farmers during 2022 and analysed using descriptive and multilinear regression methods. The results revealed that farmers’ behavioural factors, like subjective norms played a significant role in adoption decisions for preventive solutions. The results imply that policy decisions on any technology generation and transfer programmes need to address the behavioural pattern of users

Keywords

Adoption decision, behavioural factors, dairy farmers, innovation, mastitis, preventive solutions.
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  • Role of end-user behaviour on the adoption decision of an innovation: the case of pre­ventive solutions to control bovine mastitis disease in dairy enterprise

Abstract Views: 273  |  PDF Views: 117

Authors

D. Thirunavukkarasu
Farm Science Centre, Tamil Nadu Veterinary and Animal Sciences University, Kallakurichi 606 301, India
N. K. Sudeepkumar
Directorate of Extension Education, Tamil Nadu Veterinary and Animal Sciences University, Kallakurichi 606 301, India

Abstract


Adopting innovation is a crucial decision to increase output, productivity and reduce loss. Previous studies have suggested that technology attributes and socio-demo­graphic factors influence the adoption of any innovation. This necessitates understanding the user behaviour in the adoption decisions. The present study focusses on behavioural intentions of the users (dairy farmers) regarding preventive solutions to control bovine mastitis in their dairying enterprise in Kallakurchi district of Tamil Nadu, India. The technology acceptance model (TAM) was employed in this study. Data were collected through a pre-tested interview schedule among 60 farmers during 2022 and analysed using descriptive and multilinear regression methods. The results revealed that farmers’ behavioural factors, like subjective norms played a significant role in adoption decisions for preventive solutions. The results imply that policy decisions on any technology generation and transfer programmes need to address the behavioural pattern of users

Keywords


Adoption decision, behavioural factors, dairy farmers, innovation, mastitis, preventive solutions.

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DOI: https://doi.org/10.18520/cs%2Fv124%2Fi8%2F996-999