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Background/Objectives: To propose an extended version of agriculture technology adoption model with cognitive and contextual factors such as coopetition, status quo bias, and self-efficacy.

Methods/Statistical analysis: The research is proposed among small farmers in Neemrana block Alwar, Rajasthan in India. Data were collected from 143 small farmers from 20 villages located in the Neemrana block through survey questionnaire. Hierarchal Regression analysis has been applied to analyse data.

Findings: Previous research has explained adoption behavior from social, psychological, economic, and political perspectives. This research explained adoption behaviour from cognitive and contextual factors. Results suggested that self-efficacy, coopetitive network, and perceived usefulness of technology have positive and significant effect, whereas, status quo bias has negative and significant effect on farmer’s adoption behavior.

Application/Improvements: The study is a contribution to the literature of agriculture extension program. It has major implications for policy on agriculture development.


Adoption, Coopetition Network, Ease of Use of Technology, Perceived Usefulness of Technology, Selfefficacy, Status Quo Bias.