Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Influence of Acceptance Factors of ICT Convergence Technology on the Intention of Acceptance in Agriculture : Focusing on the Moderating Effect of Innovation Resistance

ICT융합기술 수용요인이 농업분야의 수용의도에 미치는 영향에 관한 연구: 혁신저항의 조절효과를 중심으로

  • Lee, Tae-Yeol (Dept. of Information Management, Graduate School of Venture, Hoseo University) ;
  • Heo, Chul-Moo (Dept. of Information Management, Graduate School of Venture, Hoseo University)
  • 이태열 (호서대학교 벤처대학원 정보경영학과) ;
  • 허철무 (호서대학교 벤처대학원 정보경영학과)
  • Received : 2019.07.16
  • Accepted : 2019.09.20
  • Published : 2019.09.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study is a survey of people who are return to farming on the intention of accepting ICT convergence technology in agriculture. The research targets were 218 people based on convenience and judgment sampling methods, and the exploratory factor analysis and multiple return analysis were performed with SPSS 22.0. As a result, the independent variables such as performance expectation, effort expectation, and social influence had a positive effect on the acceptance intention of ICT convergence technology in agriculture. In addition, the moderating effects of innovation resistance on these influence relationships were also verified. The limitations of this study are the lack of verification of perception changes and the inability to control variables. As a result of this research, the results of the UTAUT in other fields were confirmed in this study. It is hoped that this study will further facilitate the research of agriculture in ICT convergence technology.

본 연구는 ICT융합기술의 농업분야에의 수용의도에 대한 귀농의사자의 인식을 조사하기 위하여 수행하였다. 연구대상은 편의표본 및 판단표본추출법에 의한 귀농의사자 218명이었으며 SPSS 22.0으로 탐색적 요인분석과 다중회귀분석을 실시하였다. 분석결과 타 분야의 선행연구와 같이 독립변수인 성과기대, 노력기대, 사회적 영향이 ICT융합기술의 농업분야에의 수용의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한, 이들의 영향관계에 혁신저항의 유의한 조절적 영향을 검정할 수 있었다. 본 연구는 실제 귀농에 이른 후의 인식변화는 검정하지 못한 점, 성별 등의 통제변수를 고려하지 못한 점 등의 한계를 가지고 있다. 연구 성과로는 타 분야에서의 통합기술수용이론의 결과를 본 연구에서도 확인하였다는 점이다. 본 연구가 ICT융합기술의 농업분야에 관한 연구를 더 촉진할 것으로 기대한다.

Keywords

References

  1. H. S. Kim, D. D. Lee & H. S. Kim. (2014). Strategies and Tasks of ICT Convergence for the Creative Agriculture Realization(R736), Seoul: Korea Rural Economic Institute.
  2. J. M. Kim & W. H. Chung. (2016). Proliferation of Smart Agriculture through Advanced ICT Technology. Journal of the Institute of Internet, Broadcasting and Communication, 18(4), 117-122.
  3. V. Venkatesh, M. G. Morris, G. B. Davis & F. D. Davis. (2003). User acceptance of information technology: Toward a unified view. MIS Quarlerly, 27(3), 425-478.
  4. H. J. Park. (2018). The Analysis on Customer Behavior of Tourism Omnichannel based upon ICT. Journal of Digital Convergence, 16(6), 95-104. https://doi.org/10.14400/JDC.2018.16.6.095
  5. G. Y. Kim. (2016). A Study on the Factors Influencing the Internet of Things(IoT) Technology Acceptance of SMEs: Applying Unified Theory of Acceptance and Use ofTechnology(UTAUT), Doctoral dissertation, Graduate School of Hanse University, Seoul.
  6. H. J. Yeo. (2016). Mobile Coupon Gift-giving Motivation Disparity Fusion Model among Groups decided by giving Frequency. Journal of the Korea Convergence Society, 7(5), 7-13. https://doi.org/10.15207/JKCS.2016.7.5.007
  7. J. W. Yu. (2018). A Study on Consumer Intention to Accept New Product Based on UTAUT: Focused on the effect of new product types and adjustment focus. Master's thesis. Graduate School of Pusan National University, Pusan.
  8. H. C. Song. (2018). A Study of Factors Affecting on m-learning Satisfaction based on UTAUT. Journal of Digital Convergence, 16(7), 123-129. https://doi.org/10.14400/JDC.2018.16.7.123
  9. S. H. Kang. (2016). A Study on the Acceptance and Use of the Simple Payment Service based on the Integrated Technology Acceptance Theory(UTAUT): Focusing on the Moderating Effect of Innovation Resistance. Doctoral dissertation. Graduate School of Business Administration, Bugyeong University, Pusan.
  10. O. J. Gwon. (2016). A Study on the Acceptance of Smart Phones Applying Information Technology Integration Theory, Future growth engine and ICT, 2010 Fall Conference of the Korean Society of Management Information Systems. Seoul : The Korea Society of Management information Systems.
  11. B. H. Kim & M. G. Yoon. (2011). Customer Acceptance & Usage Behavior for Airline e-Services by using UTAUT model. Journal of Tourism and Leisure Research, 23(6), 471-491.
  12. I. S. Park & H. C. Ahn. (2012). A Study on the User Acceptance Model of Mobile Credit Card Service based on UTAUT. Journal of the e-Business Studies, 13(3), 551-574. https://doi.org/10.15719/geba.13.3.201209.551
  13. F. D. Davis. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarlerly, 13(3), 319-340. https://doi.org/10.2307/249008
  14. J. H. Cha. (2016). An Analysis on the Spectators Benefits for ICT Convergence Technology services of Professional Sports Team: Using Contingent Valuation Method (CVM), Doctoral dissertation, Graduate School of Sungkyunkwan University, Seoul.
  15. J. Y. Park & K. I. Kim. (2018). ICT Utilization for Optimization of SME Decision Making. Journal of Convergence for Information Technology, 8(1), 275-280. https://doi.org/10.22156/CS4SMB.2018.8.1.275
  16. S. W. Lee, J. K. Lee & K. H. Lee. (2017). Service-oriented protocol security framework in ICT converged industrial environment. Journal of the Korea Convergence Society, 8(12), 15-22. https://doi.org/10.15207/JKCS.2017.8.12.015
  17. S. H. Lee & D. W. Lee. (2018). A Study on ICT Technology Leading Change of Unmanned Store. Journal of Convergence for Information Technology, 8(4), 109-114. https://doi.org/10.22156/CS4SMB.2018.8.4.109
  18. J. U. Lee, J. H. Hwan & H. Yeo. (2014). Agricultural ICT convergence technology trend and development direction. Journal of Korea Institute Of Communication Sciences, 31(5), 54-60.
  19. S. J. Cho. (2016). Cooperative Strategy of Korea Agricultural ICT and International Development Cooperation with Developing Countries. Journal of The e-Business Studies, 17(4), 269-283. https://doi.org/10.20462/TeBS.2016.08.17.4.269
  20. S. Y. Song. (2005). An Empirical Study on the Factors Affecting the Innovation Resistance to Information Technology of Trade According to Adoption Stage: Focused on the e-Marketplace. Jounal of The International Commerce & Law Review, 25, 212-243.
  21. H. S. Song & K. C. Kim. (2006). Resistance to Mobile Commerce Services. Journal of The e-Business Studies, 11(2), 111-134.
  22. Y. S. Yang & C. H. Shin. (2010). Innovation Resistance of Consumer in Accepting New Technology: With Emphasis on Mobile Phone Touch Interface Technology. Journal of Korean Society of Design Science, 23(3), 37-52.
  23. B. C. Song. (2018). A Study of User's Acceptance and Behavioral Intentions using the Medical Device Products based on the Unified Technology Theory of Acceptance. Doctoral dissertation. Graduate School of Pukyong National University, Pusan.
  24. Y. H. Jang. (2018). A Study on the Effect of Technology Preparation and Technology Acceptability of Airline Self Service Users on Usage Satisfaction and Intention to Use: Focused on UTAUT Model. Master's thesis. Graduate School of Aviation Business, Korea Aviation University, Gyeonggi-do.
  25. B. Y. Bae & J. H. Lee. (2018). The Moderating Effects of Gender and Major on theRelationship Between Entrepreneurial Orientation and Entrepreneurial Intention. Journal of Business Venturing and Entrepreneurship, 13(6), 63-74.
  26. H. K. Lee & H. S. Yang. (2016). Effects of Job Characteristics and Job Stress on Job Satisfaction in ICT Convergence Venture Companies - Considering the Moderating effect of Social Support. Journal of Digital Convergence, 14(9), 265-279. https://doi.org/10.14400/JDC.2016.14.9.265
  27. I. B. Sohn & C. M. Huh. (2017). A Study on the Effects of Absorptive Capacity in SMEs on Product Competitiveness: Considering the Moderating Effect of CEO's Entrepreneurship. Journal of Business Venturing and Entrepreneurship, 12(4), 61-72.
  28. K. S. Lee & H. S. Yang. (2015). Effects of Learning Organization Building Activities in Convergence Service Companies on Organization Citizenship Behavior - Considering the Moderating effect of Perceived Organization Support. Journal of Digital Convergence, 13(11), 71-84. https://doi.org/10.14400/JDC.2015.13.11.71
  29. S. H. Kim & S. H. Byun. (2018). The Effect of Pre-entrepreneur's Individual Norm and Start-up Preparation Level on a Start-up Intention: Focusing on a Moderation Effect in Start-up Education. Journal of Business Venturing and Entrepreneurship, 13(1), 11-21. https://doi.org/10.16972/apjbve.13.1.201802.11