Abstract
This qualitative case study was conducted in Kampung Melayu, a rural area within the Roban District of Kabong, Sarawak, Malaysia. The study delves into the socio-cultural landscape to investigate factors influencing aging paddy farmers’ adoption of technology in rice cultivation. Employing the extended Technology Acceptance Model (TAM) as its framework, this study found that beyond perceived usefulness and ease of use, which significantly shape their readiness for technology, it also highlights the profound impact of socio-cultural elements. These elements include the cultural significance tied to sharing the harvest, which influences their technological adoption.
Abstrak
Kajian kes kualitatif ini dijalankan di Kampung Melayu dalam Daerah Roban di Kabong, Sarawak, Malaysia. Kajian ini menyelidik sudut pandang sosiobudaya bagi mengkaji faktor yang mempengaruhi sekumpulan pesawah padi tua di kawasan yang dikaji terhadap penerimaan teknologi penanaman padi. Dengan mengguna pakai model penerimaan teknologi yang diperluaskan, extended Technology Acceptance Model (TAM) sebagai rangka kerja, kajian mendapati di sebalik kebergunaan yang diamati dan kemudahgunaan, impak mendalam elemen sosiobudaya berkongsi hasil tuaian pertama adalah signifikan dalam penerimaan teknologi.