The adoption of plant-protection unmanned aerial vehicles (UAVs) in agriculture is gaining attention, yet empirical evidence on the factors affecting their uptake remains limited.  This study investigates the factors influencing the adoption of UAVs among rice farmers in China’s Jiangxi Province (n=260), utilizing a structural equation model grounded in the Technology Acceptance Model (TAM).  Results indicate that perceived usefulness (β=1.274, P<0.001) and ease of use (β=0.146, P<0.001) have a positive influence on adoption intention, while perceived risk (β=–0.731, P<0.001) acts as a barrier.  Network externalities also play a significant role, with peer influence amplifying the likelihood of adoption.  Mediation analysis reveals that perceived risk mediates the relationship between network externalities and adoption (β=–0.569, P<0.05), underscoring the interplay between social factors and risk perception.  Additionally, farm size (β=0.001, P<0.001) has a significant positive effect on adoption decisions, whereas education level, age, and planting experience show no significant impact.  These findings provide critical insights for policymakers and industry stakeholders in designing targeted interventions, such as subsidies, training programs, and risk mitigation strategies, to promote the adoption of UAVs in agriculture.

UAV  /  digital agriculture  /  technology adoption  /  mixed logit model