Paper Title
Factors Affecting of Thai Rice Farmers to Adopt Agricultural Application

Abstract
This paper would like to understanding factors that influencing farmers decide whether or not to adopt this application. Widely technique which use to investigate technology adoption is a choice data model. Consequently, logit model is also use generally as an analytical tool to analyze functional relationship between probability of adoption and its determinant factors. In this study, we separate choice data of application adoption into 3 groups (adopt, hesitate and not adopt). Since then, order logit model was used. Both primary and secondary data were used. For primary data, there was a total of 300 respondent of rice farmers. These farmers were divided into three groups; (1) expecting to use the application, (2) hesitate to use the application and (3) not use the application. The number of farmers for each group are 206, 24 and 70 respectively. The study result found that factors affecting the adoption of this application significantly were gender, age, rice growing experiences, debt, IT devices, knowledge of agricultural application as well as agricultural production cost. Recommendation from study result to encourage rice farmers using this application are as follows, (1) the officers should pay more attention on extent beneficial of this application to rice farmers as the knowledge of this application affected the probability to adopt. (2) the agricultural extension officers should be focused on extend application information to male rice farmers who have these characteristics; age below 60 years old, have some experiences on rice growing and own IT devices. Index Terms- Agricultural Application, adoption, order logit model, Thai rice farmers.