Agricultural technology
plays a critical role in increasing productivity and modernizing the industry.
Recognizing the importance of agriculture, governments devote significant
public funds to research and development and creating an ecosystem for
developing agricultural technology. While investing in new agricultural technology
is important, it is also necessary to pay attention to technology
... [Show full abstract] adoption. For
the technology to be sustainable, mass adoption is needed. This study proposes
the technology adoption journey map (TAJM) to plan and study the farmers'
technology adoption based on the Diffusion of Innovation (DOI) theory and the
Customer Journey Map (CJM). The TAJM should reflect the five stages of the
technology process, with further elaboration on the key touchpoints of the CJM
adoption experience. The adopter's expectations and actions, as well as the
actions of key stakeholders, are documented at each touchpoint. Because each
adoption journey is different, the expected failures and recovery actions are
recorded for each touchpoint. To facilitate the mass adoption of technology,
this study suggests documenting the experiences of innovators and early
adopters of the technology as a guide in building the technology adoption
journey map of the early majority.