Technostress and Agricultural App Adoption Among Thai Farmers

Abstract

This study investigates the relationship between technostress and agricultural application adoption among 420 Thai farmers, focusing on psychological factors influencing technology acceptance.  Utilizing a mixed-methods approach, the research incorporates an extended Technology Acceptance Model with tools like the Thai General Health Questionnaire (Thai-GHQ-12) and Perceived Stress Scale (PSS-10). Findings show that 37.1% of farmers experience psychological distress, with those reporting mental health issues having a 42% lower likelihood of adoption (OR=0.58, p<0.01). Successful adopters experienced a 35% reduction in stress and greater decision-making confidence, whereas failed adoptions correlated with a 43% increase in anxiety. Structural equation modeling (χ²/df=1.82, CFI=0.96, RMSEA=0.044) indicates that technology anxiety, coping strategies, and social support significantly influence traditional TAM pathways. Five psychological barriers were identified: fear of catastrophic failure, identity threat, cognitive overload, social comparison stress, and learned helplessness. The study recommends incorporating mental health support within digital agriculture initiatives to promote sustainable agricultural digitalization.