Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effect of Technical Characteristics of Smart Farm on Acceptance Intention by Mediating Effect of Effort Expectation

스마트팜의 기술적 특성이 노력기대를 매개로 수용의도에 미치는 영향

  • Ahn, Mun Hyoung (Dept. of Management Information, Graduate School of Venture, Hoseo University) ;
  • Heo, Chul-Moo (Dept. of Management Information, Graduate School of Venture, Hoseo University)
  • 안문형 (호서대학교 벤처대학원 정보경영학과) ;
  • 허철무 (호서대학교 벤처대학원 정보경영학과)
  • Received : 2019.04.05
  • Accepted : 2019.06.20
  • Published : 2019.06.28
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Abstract

This study is to look at the influential factors associated with the acceptance intention of smart farm and suggest a proposal for spreading adoption of smart farms. The research questionnaire distributed to the farmers were used for the research analysis by statistical program SPSS v22.0 and Process macro v3.0. The technical characteristics of smart farm, which are availability, reliability and economic efficiency were selected as independent variables to analyze the influential factors on acceptance intention of smart farm and the mediating effect of effort expectation was observed. As a result, availability and economic efficiency have a positive(+) influence on acceptance intention and reliability have no influence on acceptance intention. And availability, reliability and economic efficiency have a positive(+) influence on effort expectation. Effort expectation mediates the relationship between the technical characteristics of smart farm and acceptance intention. The results of the study are expected to be utilized at the seeking direction of policy for potential adopters of smart farm, the training and consulting in actual field of smart farm.

본 연구는 스마트팜의 수용의도에 미치는 영향요인들을 살펴보고 이를 바탕으로 스마트팜 확산을 위한 제언을 하고자 하였다. 실제 농업에 종사하고 있는 농업인 대상으로 수집한 설문결과를 SPSS v22.0 및 Process Macro v3.0를 활용한 자료분석에 사용하였으며, 독립변수로는 스마트팜의 기술적 특성으로 가용성, 신뢰성, 경제성을 선정하여 종속변수인 수용의도에 미치는 영향을 분석하였고, 노력기대의 매개효과를 분석하였다. 연구결과, 기술적 특성 중 가용성과 경제성은 수용의도에 정(+)의 영향을 미치며, 신뢰성은 수용의도에 영향을 미치지 않는 것으로 나타났다. 또한, 가용성, 신뢰성, 경제성은 노력기대에 정(+)의 영향을 미치는 것으로 나타났다. 매개효과와 관련하여 노력기대는 스마트팜 기술적 특성인 가용성, 신뢰성, 경제성과 수용의도간의 관계를 매개하는 것으로 나타났다. 연구 결과는 스마트팜의 잠재적 수용자를 대상으로 한 정책수립의 방향성 모색, 실제 현장에서의 스마트팜 교육 및 컨설팅에서 활용할 수 있을 것으로 기대한다.

Keywords

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Fig. 1. Research Model

Table 1. Measurement tool

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Table 2. Demographic Characteristics of the Respondents

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Table 3. Factor Analysis

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Table 4. Reliability Analysis

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Table 5. Correlation Coefficient

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Table 6. Effect of technical characteristics on acceptance intention

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Table 7. Effect of technical characteristics on effort expectation

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Table 8. Effect of effort expectation on acceptance intention

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Table 9. Effect of availability on acceptance intention

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Table 10. Effect of reliability on acceptance intention

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Table 11. Effect of economic efficiency on acceptance intention

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