INVESTIGATING THE IMPACT OF ECONOMIC, POLITICAL, AND SOCIAL FACTORS ON AUGMENTED REALITY TECHNOLOGY ACCEPTANCE IN AGRICULTURE (LIVESTOCK FARMING) SECTOR IN DEVELOPING COUNTRIES
The discussion of the factors affecting the tendency to accept new technologies in developing countries is very important. Lack of use of modern technologies in developing countries, especially in the agricultural (livestock farming) sector, leads to negative effects on the quality and quantity of products and the country loses its ability to compete in the international arena. The main purpose of this study is to investigate the factors affecting on Augmented Reality technology acceptance in the agricultural (livestock) sector of Iran. In this research, the dependent variable is a qualitative variable that is classified into five levels based on the theory of experts using the SWARA method. The dependent variable indicates the ability (awareness) and capability (financially) of a person to accept AR technology. We used the Multinomial Logit model due to the dependent variable is nominal and has more than two categories. The results showed that, the variables of public participation, and education have a significant effect on the willingness to adopt Augmented Reality technology at all levels among farmers. But variable costs and the number of family labor do not have a significant effect on the willingness to accept Augmented Reality technology. The policy recommendations of this research are that councils can play an important role in raising the level of public participation and conveying the demands of the people to the government. To do this, they must receive the necessary training in order to attract public participation. This is possible through training workshops to increase the level of farmers' awareness.