The role of familiarity factor in influencing the business process management based on technology acceptance of UTAUT2 for Felcra Berhad

Abstract

This study investigates the factors influencing the business process management (BPM) under the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) paradigm in the agricultural sector of FELCRA Berhad. The aim of the study is to identify the key elements that affect the acceptance and effective implementation of BPM technology inside the organization. FELCRA Berhad uses these technologies to monitor crops, control soil conditions, and make better decisions based on data collected across the organization. Unmanned Aerial Vehicles (UAVs) provide real-time aerial data on crop growth, pest detection, and field conditions. Unmanned Ground Vehicles (UGVs) automate tasks like planting and harvesting, reducing the need for manual labour and increasing accuracy. Internet of Things (IoT) weather stations and soil monitoring systems continuously track environmental factors like temperature, humidity, and soil moisture. All this data is integrated into the Enterprise Resource Planning (ERP) system for better management and strategic planning. However, despite these advancements, much of the data collection and integration at FELCRA Berhad is still done manually or through disconnected systems, slowing down decision-making. Without a fully automated and connected digital system in FELCRA Berhad Business Process Management (BPM), the technology’s full potential to boost productivity is limited. A mixed-methods approach was employed to gather data from a representative sample of FELCRA Berhad personnel, integrating semi-structured interviews with qualitative inquiries and quantitative surveys. A researcher-administered questionnaire survey was disseminated across the five regions of FELCRA Berhad, targeting 500 respondents to attain a final sample size of roughly 500 useable responses. The Statistical Package for Social Sciences (SPSS) was initially employed to conduct descriptive statistical analysis to understand the preliminary patterns and demographic characteristics in the data. Subsequently, multiple regression analysis was employed to investigate the relationships among variables and assess the hypotheses. This method was selected for its capacity to simultaneously analyze the impact of several independent variables on a single dependent variable, rendering it appropriate for evaluating the theoretical linkages posited in the UTAUT2 model. The results indicate important insights into the interaction among individual, organizational, and technology elements that influence BPM acceptability. The study highlights "familiarity" as a significant moderating component, a previously overlooked gap in the literature. This was revealed through semi-structured interviews that underscored the obstacles and issues of BPM acceptability inside FELCRA Berhad. The results indicate that the primary factors affecting user acceptability are performance expectancy (r = .089) and social influence (r = .195), but hedonic motivation (r = .055), habit (r = .059) and familiarity also exert considerable influence. By applying the UTAUT2 model to the context of BPM inside a Malaysian government-linked enterprise. This study established a modified UTAUT2 model to forecast the adoption of BPMagriculture technology in enterprises. According to the study's findings, FELCRA Berhad, a leading Malaysian agricultural firm, is recommended to implement this customized model to improve its comprehension of the determinants affecting BPM technology adoption.