USE OF FACEBOOK FOR RICE TECHNOLOGY INFORMATION: INSIGHTS FROM THE TECHNOLOGY ACCEPTANCE MODEL

The study explored why and how farmers use the Facebook of PhilRice on rice technology (https://www.facebook.com/rice.matters) using the Technology Acceptance Model, which is based on the Theory of Reasoned Action (TRA). A survey was conducted online among a random sample of 398 users. The reliability of the test for each latent variable component was measured using Cronbach􏰀s Alpha. Pearson's product-moment correlation coefficient was used to assess the relationships of the variables.