Human-machine Interaction in agriculture: examining the impact of artificial intelligence on behavioural dimensions

Human-machine interactions and artificial intelligence (AI) techniques in farming are anticipated to prove beneficial in terms of savings in cost, time, efforts, and resources, although the benefits of using AI techniques in agriculture can be derived only if the farmers prefer to use them. This study adopts the theory of planned behaviour (TPB) to examine the behavioural factors influencing farmers' preference to use AI in agriculture. We used the TPB model to study the mediating effects of intention on the farmers' preference to use AI techniques in agriculture. A sample of 387 farmers was contacted to obtain primary data through a structured questionnaire. The findings revealed that behavioural intention and perceived behavioural control positively impact farmers' intention to use AI in agriculture. Furthermore, the intention to use AI positively mediates farmers' attitudes, subjective norms, and perceived behavioural control on their preference for AI techniques in agriculture. Finally, the implications of influencing farmers' preferences to use AI techniques in agriculture are discussed.