Resumen
The future of work is influenced by the digital transformation of industries, including agriculture. The current study aimed to understand the social drivers of automated technology acceptance and adoption in Australian cotton farms. The study employed a mixed-methods approach to compare those who were (a) currently using automated technology, (b) not currently using automated technology but considering adoption, and (c) not currently using automated technology and no intention to adopt. The research found that social factors and workforce considerations influence growers? motivation to adopt automated technology on farms. Furthermore, differences on appraisals of perceived usefulness were observed when comparing growers with no intention to adopt automated technology with those considering adoption or who have adopted automated technology. Both perceived usefulness and ease of use barriers are challenges for those considering adoption of automated technology. Support that improves ease of use for those who have adopted automated technology is important for continued appraisals of perceived usefulness of automated technology. Further research to understand antecedents to appraisals of perceived usefulness and ease of use, and how these interact to influence acceptance and automated technology, is required to inform strategic workforce interventions that support the digital transformation of cotton farms.