A hybrid modelling approach to understanding adoption of precision agriculture technologies in Chinese cropping systems.

• This research has proposed a precision agriculture technology adoption prediction model. • Need-technology fit, perceived benefit, facilitating conditions and perceived risk have significant impacts on farmers' intention to adopt precision agriculture. • Facilitating conditions (e.g. knowledge, resources and access to consultant services) were found to play the biggest role in improving the willingness of arable farmers in the North China Plain to adopt precision agriculture. • Social influence, was not found to play a significant impact on farmers' willingness to adopt precision agriculture in North China Plain agriculture. Precision agriculture has the potential to deliver improved and more sustainable food production. Despite the various Chinese policy initiatives to strengthen national food security, there is evidence that the adoption of precision agriculture technologies in China has been much lower when compared to other developed agricultural economies. This study therefore aims to explore factors that determine Chinese farmers' adoption of precision agriculture technologies in cropping systems and to provide recommendations on technology promotion in the future. The current status of precision agriculture adoption by smallholder farmers within crop farming systems in the North China Plain was explored. An integrated model of "Adapted Unified Theory of Acceptance and Usage of Technology (AUT2)" was developed to explain individual farmers' intention to adopt precision agriculture. 456 surveys were conducted via face to face interviews in the North China Plain and structural equation modelling analysis was used to estimate the proposed AUT2 model. The results showed that perceived need for technology characteristics (PNTC), perceived benefits, perception of the efficacy of facilitating conditions and perceived risks of adoption have significant impacts on farmers' intention to adopt precision agriculture. The facilitating conditions (e.g. knowledge, resources and access to consultant services) were the best predictor improving Chinese farmers' willingness to adopt these technologies. Policy makers and service providers need to consider these factors in the promotion of technologies. [ABSTRACT FROM AUTHOR]