Identifying and prioritizing factors affecting the use of digital promotion tools by farmers (a case study of Kohgilouye province and Boyer Ahmed)
Subject Areas : Agricultural Extension and Education Research
mohsen mousaei
1
,
Akbar Zakinegad
2
1 - Assistant Professor of Department of Agricultural Management, Islamic Azad University of Gachsaran. Gachsaran.Iran
2 - Graduated with a master's degree in agricultural management from Islamic Azad University, Gachsaran branch
Keywords: digital extension tools, digital agriculture, Delphi method, analytic hierarchy process (AHP).,
Abstract :
The purpose of this research was to identify and prioritize factors affecting the use of digital promotion tools by farmers. The research in terms of division based on the purpose is considred as a developmental research; In terms of classification based on the method of data collection can be categorized as a descriptive-survey research; And in terms of the type of data, it is a mixed qualitative and quantitative research.The statistical population of the research consists of professors, agricultural experts and leading farmers who have enough experience in the field of digital agriculture. The analysis method in the qualitative part is the Delphi method and in the quantitative part the analytic hierarchy prosses (AHP) is used to rank the known factors. The results in the qualitative part led to the identification of 6 main factors (economic, individual, educational-extensional, policy making, technical and motivational factors). The ranking results showed that individual factors with weight (0.267) in the first place, educational-promotional factors with weight (0.256) in second place, technical and technological factors with weight (0.187) in third place, motivational factor with weight (0.131) In the fourth place, policy making weight (0.093) is in the fifth place and economic factors with weight (0.065) is in the sixth place.