Encouraging factor for ICT usage in agriculture from supplier view: a case study in southern region, Malaysia

Malaysia is leading the way in agriculture's information and communication technology (ICT) revolution, bringing innovation and efficiency. However, farmers may encounter several issues when using ICT due to higher costs, limited infrastructure, lack of technical scalability, literacy difficulties, compatibility issues, and change resistance. This study applied the technology acceptance model (TAM) to identify the development of ICT in Malaysia's agriculture industry and to examine the encouraging factors for farmers to adopt ICT from the suppliers’ perspective so that ICT suppliers can develop solutions that match farmers' practical realities and constraints in their daily operations. Interviews were conducted with ten (10) ICT supplier companies and analysed using the Thematic Analysis model. There are four sub-themes revealed for ICT development in the agriculture industry: technology awareness, varieties of technologies, adoption of farmers' ICT usage, and product effectiveness. The next three subthemes for ICT adoption factors among farmers are safety products, quality preference, and job opportunities. The study found that farmers with a high level of perceived ease of use (PEOU) and perceived usefulness (PU) of ICT will have a higher level of ICT usage. It is recommended that every new technology a supplier produces must undergo research and development, as it depends on farmers' demands and requirements.