Comparing the Effects of Immersive Information Modes on Agricultural Technology Acceptance

Since agricultural technology is slowly being accepted and adopted it was assessed which role immersive information modes have in facilitating technology acceptance. 128 Participants explored either a video or a game and filled out an online survey. Participants were compared in their self-reported measurements of affective responses, uncertainty, risk and benefit perception, and intention to accept an agricultural technology. Results show that despite varying immersiveness levels, the information modes indicate no difference in eliciting behavioural beliefs and intentions. The results confirmed the importance of attitudes on behavioural intention but cannot confirm that immersiveness causes changes in technology acceptance or other behavioural beliefs. Keywords: technology acceptance, behavioural intention, immersiveness, behavioural beliefs, information technology