Factors predicting intention to participate in communication capacity building in Agriculture 4.0 in selected research and development organizations in the Philippines
2024
Barile, D.C.M.L.
Guided by the Unified Theory of Acceptance and Use of Technology 2 of Venkatesh et al. (2012), this research aimed to determine the factors affecting the behavioral intention of information staff in selected Research and Development Organizations in the Philippines to participate in communication capacity building in Agriculture 4.0. This study utilized the descriptive-correlational quantitative research design particularly the survey method to collect data from 61 information staff employed in selected R and D organizations in the Philippines. Data were analyzed through descriptive statistics, measures of association, and multiple ordinal logistic regression. Majority of the participants were female, within 25-54 years old, single, and hold a Bachelor's Degree. Nearly half of the participants have a regular employment status and earn between PhP20,001-PhP40,000. Majority of the participants have been working in their organizations for less than 10 years. Majority of them intend to participate in communication capacity building in Agriculture 4.0 in the next months. Only level of education and monthly income among the participant's socio-demographic characteristics were found to have significant relationships with behavioral intention. Motivational factors under performance expectancy, effort expectancy, and habit were found to have the strongest influences on behavioral intention. Implications on audience segmentation, designing messages to motivate information staff in selected R and D organizations in the Philippines to participate in communication capacity building in Agriculture 4.0, and designing training materials are discussed based on the results of the study.
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