Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Effects of Changes in Smart Farm Introduction Conditions on Willingness to Accept Agriculture - Application of Extended UTAUT Model -

스마트 팜 도입여건 변화가 농업인의 수용의사에 미치는 영향 연구 - 확장된 통합기술수용이론(UTAUT2)를 중심으로 -

  • 강덕봉 (한국농수산대학교 특용작물학과) ;
  • 장광진 (한국농수산대학교 특용작물학과) ;
  • 이양규 (메인텍(MainTech) 연구소) ;
  • 정민욱 (한국농수산대학교)
  • Received : 2020.01.18
  • Accepted : 2020.03.18
  • Published : 2020.05.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to examine the intention of consumer acceptance of technology in agricultural production by applying the unified theory of acceptance and use of technology (UTAUT) to smart farm. In particular, this study analyzed the intention to accept the technology of agricultural students, farmers, start-up farmers, returning farmers, and returnees in the general manufacturing industry and high-tech industries, and in agricultural sectors corresponding to primary industries. The results showed that performance expectancy, social influence, facilitating conditions, IT development level, and reliability had a significant influence on the intention to use smart farm technology. However, effort expectancy and price value were rejected because no significant impact on use intention was tested. In addition, the influences of the variables showing their influence were reliability (β=.569) > IT development level (β=.252) > social influence (β=.235) > performance expectancy (β=.182) > facilitating conditions (β=.134).

Keywords

References

  1. Alalwan, A. A., Y. K. Dwive, and N. P. Rana. 2017. Factors Influencing Adoption of Mobile Banking by Jordanian Bank Customers: Extending UTAUT2 with Trust. International Journal of Information Management. 37(3): 99-110. https://doi.org/10.1016/j.ijinfomgt.2017.01.002
  2. Bhatiasevi, V. 2015. An Extended UTAUT Model to Explain the Adoption of Mobile Banking. Information Developnet, 32(4): 799-814.
  3. Chang, K. C. H. 2017. Smart Farm Enters the Fourth Industrial Revolution, The Society of Air-Conditioning and Refrigerating Engineers of Korea. Magazine of th SAREK. 46(8): 11-11.
  4. Chung, B. G. 2019. Influential Factors on Technology Acceptance of Mobile Banking: Focusing on Mediating Effects of Trust. Journal of Distribution and Management Reaearch. 22(1): 101-115.
  5. Choi, Y. C. and I. H. Jang. 2019. Smart Farm in the Fourth Industrial Revolution, The Journal of The Korean Institute of Communication Sciences. 36(3): 9-16.
  6. Davis, F. D. 1989. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3): 319-340. https://doi.org/10.2307/249008
  7. Dutta, A. 2001. Telecommunications and economic activity: an analysis of Granger causality. Journal of Management Information System. 17: 71-95. https://doi.org/10.1080/07421222.2001.11045658
  8. Fishbein, M. and I. Ajzen. 1975. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, MA, Addison-Wesley.
  9. Jang, Y. J. and T. W. Kim. 2019. Smart Farm Spread and Distribution Project Status and Challenges. NARS.
  10. Jeon, H. Mo. and H. M. Choi. 2017. Consumer’s Acceptance on Mobile Delivery App Service; Focused on UTATU2. Food Service Industry Journal. 13(1): 67-82.
  11. Kang, S. H. 2016. A Study on the User's Acceptance and Use of Easy Payment Service based on UTAUT. Department of Business Administration. Pukyong National University.
  12. Kim, B. R. 2019. A Study on the Use Intention of Smart-home Service Based on the UTAUT Model: Focused on the Characteristics of the Digital Natives. Art-Technogly of Graduate School Han Yang University.
  13. Kim, S. D. and I. O. Kim. 2017. Influencing Factors on the Acceptance for Crowd Funding: Focusing on Unified Theory of Acceptance and Use of Technology. Journal of Korean Institute of Intelligent Systems. 27(2): 150-156. https://doi.org/10.5391/JKIIS.2017.27.2.150
  14. Kim, Y. J., J. Y. Park, and Y. G. Park. 2016. An Analysis of the Current Stautus and Success Factors of Smart Farms, Korea Rural Economic Institue. 74: 1-74.
  15. Lee, J. E. and D. K. Sung. 2017. The Study on the Factors Influencing on the Behavioral Intention of Free Mobile Video Service: Focusing on the UTAUT2. Institute of Communication Research. 54(1): 258-313. https://doi.org/10.22174/jcr.2017.54.1.258
  16. Malaquias, R. F. and Y. Hwang. 2019. Mobile Banking Use. A Comparative Study With Branzilain and U.S. Participants. International Journal of Information Management. 44: 132-140 https://doi.org/10.1016/j.ijinfomgt.2018.10.004
  17. Malaquias, R. F. and Y. Hwang. 2018. Understanding the Deterninants of Mobile Banking Adoption: A Longitudianl Study in Brazil. Electronic Commerce Research and Applications. 30: 1-7. https://doi.org/10.1016/j.elerap.2018.05.002
  18. Nisreen, A., W. Robert, and H. Sh. Mahmood. 2018. An examination of the gender gap in smartphone adoption and use in Arab countries: A cross-national study. Computers in Human Behavior. 89: 148-162. https://doi.org/10.1016/j.chb.2018.07.045
  19. Park, Ch. T. 2019. The Design and Implementation of Blockchain based Recruitment System Applying UTAUT Theory, Interdisciplinary Program of Information Security. Graduate School Chonnam National University.
  20. Saunders, R. J., J. W. Jeremy, and W. Bjorn. 1994. Telecom-Communications and Economic Development. 2nd edition. Baltimore. John Hopkins University Press.
  21. Technavio. 2017. Global Smart Farming Market.
  22. Venkatesh, V. and H. Bala. 2008. Technology Acceptance Model 3 and A Research Agenda on Interventions. Decision Sciences. 39(2): 273-315. https://doi.org/10.1111/j.1540-5915.2008.00192.x
  23. Venkatesh, V. and F. D. Davis. 2000. A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science. 46(2): 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  24. Venkatesh, V., M. G. Morris, G. B. Davis, and F. D. Davis. 2003. User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly. 27(3): 425-478. https://doi.org/10.2307/30036540
  25. Venkatesh, V., J. Y. L. Thong, and X. Xu. 2012. Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly. 36(1): 157-178. https://doi.org/10.2307/41410412
  26. Venkatesh, V., J. Y. L. Thong, and X. Xu. 2016. Unified Theory of Acceptance and Use of Technology: A Synthesis and the Road Ahead. Journal of the Association for Information Systems. 17(5): 328-376. https://doi.org/10.17705/1jais.00428
  27. Yang, S. H., Y. S. Hwang, and J. K. Park. 2016. A Study on the Use of Fintech Payment Services Based on the UTAUT Model. Journal of Vocational Rehabilitation. 38(1): 183-209.
  28. Yeo, U. H., I. B. Lee, K. S. Kwon, T. H. Ha, S. J. Park, R.W. Kim, and S. Y. Lee. 2016. Analysis of Research Trend and Core Technologies Based on ICT to Materialize Smart-farm, Protected Horticulture and Plant Factory. 25(1): 30-41. https://doi.org/10.12791/KSBEC.2016.25.1.30
  29. Zhao, J. W. 2019. A Study on Acceptance Attitude and Acceptance Intention of Omni Channel Using Unified Theory of Acceptance and Use of Technology. Department of Consumer Information Science, Graduate School of Konkuk University.