Adopting new technologies has been one of the most important concerns of experts in various
fields from the past until now. Although the rapid advancement of technology is effective in
increasing productivity, the challenges of accepting new technology by the target community
must also be considered. Electronic technologies are one of the most important things that can
significantly impact the agricultural industry. Despite many types of research for confirming
their effectiveness, the level of acceptance has not been acceptable. This study aims to
identify and rank the factors affecting the adoption of technology in agriculture, and the
statistical population includes 50 active experts in agricultural companies. This study
identified and ranked the effective factors in accepting new technologies by presenting a
model. Also, software Smart PLS has been used for factor analysis, and method FANP has
been used for ranking the indicators. Based on the results, the factors of acceptance culture,
economic factors, education and promotion, efficiency, and individual characteristics were
ranked first to fifth, respectively. Therefore, using the social power of the government,
providing government facilities, and investing in educational and extension issues are the
most important factors that can provide the basis for turning traditional agriculture into
industry.