Identifying and prioritizing the factors influencing acceptance of high technology products in the agriculture industry with a FANP approach

Adopting new technologies has been one of the most important concerns of experts in variousfields from the past until now. Although the rapid advancement of technology is effective inincreasing productivity, the challenges of accepting new technology by the target communitymust also be considered. Electronic technologies are one of the most important things that cansignificantly impact the agricultural industry. Despite many types of research for confirmingtheir effectiveness, the level of acceptance has not been acceptable. This study aims toidentify and rank the factors affecting the adoption of technology in agriculture, and thestatistical population includes 50 active experts in agricultural companies. This studyidentified and ranked the effective factors in accepting new technologies by presenting amodel. Also, software Smart PLS has been used for factor analysis, and method FANP hasbeen used for ranking the indicators. Based on the results, the factors of acceptance culture,economic factors, education and promotion, efficiency, and individual characteristics wereranked first to fifth, respectively. Therefore, using the social power of the government,providing government facilities, and investing in educational and extension issues are themost important factors that can provide the basis for turning traditional agriculture intoindustry.