Investigating the tendency of customers to adopt Internet of Things device based on the development of technology acceptance model (Case Study: beekeeping industry)
Mohammad Hossein Mohseni, Ehsaneh Nejad Mohammad Nameghi, Mehran Khalaj

Abstract
Technology usage and acceptance play a more pivotal role in various services and industries. Farming is among those industries that, in today’s world, have quite adapted to new technology practices. This conceptual research paper is about the tendency of Iranian beekeepers to adopt new technologies such as IoT for their business. Beekeeping has always been considered a primitive industry or business in Iran. Therefore, it is far more challenging to persuade Iranian beekeepers that new technologies can facilitate and improve their business. The present study contributes to the literature by reviewing related technology acceptance models to investigate how likely it is for Iranian beekeepers to adopt new technologies for their businesses.

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