Assessment of farmers’ acceptance, satisfaction, and utilization of mobile application for rice production cost and return in Chachoengsao Province, Thailand

Abstract

Using descriptive analysis, the results revealed that the rice production database, accessible through the mobile application, incorporates critical variables encompassing plantation areas, variable and fixed costs, total costs, yields, selling prices, income, profitability or loss, and breakeven points. The assessment of acceptance across three dimensions included content, technical and physical attributes, and perceived ease of use, that the farmers consistently demonstrated the highest level of acceptance for the mobile application. In terms of satisfaction assessment, encompassing design, content, performance, and utility, the findings uniformly indicated that farmers expressed substantial satisfaction with the rice production database accessible via the mobile application. Farmers’ feedback underscored the application’s user-friendliness and its potential for aiding production planning in subsequent seasons. Moreover, the facilitating the adoption of innovative platforms, and policymakers can empower farmers with tools to enhance productivity and induce satisfaction and confidence in modern agricultural practices.