Decision making analysis model of technology adoption: Empirical study on pasteurized milk retailers behavior

Januar Tri Sukarna(1*)

(1) Livestock Socio Economic Department, Faculty of Animal Science, Universitas Gadjah Mada, Yogyakarta, Indonesia
(*) Corresponding Author


The objectives of this research were to measure the variables of knowledge, persuasion, and behavior concerning with technology adoption of pasteurized milk products and to analyze the influence of one on another of those variables. Fifty five pasteurized milk retailers were taken as respondents in a survey by conducting interviews and observation from September to November 2007. The data were analyzed by linear regression. The results indicated that milk retailer has adequate knowledge about pasteurized milk product. Nevertheless, milk retailers had low levels of adoption behavior concerning with technology of pasteurized milk handling. Adoption of handling technology was influenced by retailer’s persuasion. This study showed that 62,7% technology of pasteurized milk handling can be explained by the effect of persuasion. Milk retailer’s persuasion of technology of pasteurized milk handling was not influenced by milk retailer’s product knowledge as measured by subjective or objective measurement.


technology adoption, pasteurized milk, milk retailers

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