Effect of digital multimedia on the adoption of agricultural green production technology among farmers in Liaoning Province, China

Agricultural green production technology (AGPT) is essential for the sustainable development of agriculture, yet adoption rates among farmers are often low due to limited access to education and information. Based on the extended technology acceptance model, this study takes Liaoning, a major agricultural province in China, as a representative region to explore how digital multimedia influences the adoption of AGPT by farmers. The findings show that the perceived ease of use of these technologies significantly enhances farmers' intentions to adopt, while perceived risks detract from these intentions. Although digital multimedia effectively promotes AGPT by improving its perceived ease of use and usefulness, its role in mitigating perceived risks is minimal. Based on these results, we recommend that the government improve the quality of information on digital platforms by involving experts in the field and offer specific digital marketing training to potential users to increase the adoption of sustainable agricultural technologies.

End User Adoption of Enterprise Systems in Eastern and Western Cultures

Enterprise systems are gaining interest from both international practitioners and researchers, and this paper investigates enterprise systems management and implementation issues comparing Eastern and Western end users. This issue is important because currently enterprise systems involve end-users with different cultural backgrounds in the East and West. Thus, this paper applies enterprise systems adoption issues to cross-cultural end user perspectives in Japan (East) and the U.S. (West), based on the innovation diffusion theory, the self-determinant theory, and Hofstede’s cultural dimensions. Academic and practical implications are discussed in the paper based on empirical findings found deeper in this paper.