Estimating the Model of Investigating Attitude and Intention in the Usage of Variable Rate Irrigation Technology

Aims: This study investigated the attitude and intention of experts in Agriculture Organization of Fars and Khuzestan Provinces towards the usage of variable rate irrigation technology. Study Design: Cross-sectional study. Place and Duration of Study: In Agricultural Organization of Fars and Khuzestan Provinces, between July 2006 and September 2006. Methodology: According to multiple stratified random sampling, We included 249 experts (135 Fars experts, 114 Khuzestan experts, 193 men, 56 women; age range 23-68 years) in both provinces. Davis’s Technology Acceptance Model (TAM) and Rogers’s Innovation Diffusion Theory (IDT) was theoretical framework. Data analyzed by Structural Equation Modeling Technique (SEM) base on LISREL software. Results: Findings suggest that experts have intention towards application of this technology. Observability, perceived ease of use, attitude to use and perceived usefulness variables have a direct effect on experts’ intention to use for the application of VRT-I; and experts’ attitudes to use of technology directly affects variables of observability and perceived usefulness. Conclusion: this study was successful adding some variables in Davis’s TAM and made it more complete. Some applicable recommendations have been presented at the end of article according to the research conclusion