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The Effect of the Perception of ICT Technical Characteristics in Agricultural Industry on the Intention to Start Smart Farm: Focusing on the Mediating Effects of Effort Expectation and Acceptance Intention of Smart Farm  

Park, Sung Geun (Dept. of Management Information, Graduate School of Venture, Hoseo University)
Heo, Chul-Moo (Dept. of Management Information, Graduate School of Venture, Hoseo University)
Publication Information
Asia-Pacific Journal of Business Venturing and Entrepreneurship / v.15, no.3, 2020 , pp. 19-32 More about this Journal
Abstract
This study analyzed the effects of ICT technical characteristics of agricultural industry on smart farm entrepreneurial intention by using smart farm effort expectation and smart farm acceptance intention as mediators for smart farm pre-founders. Sub-variables of the technical characteristics of agricultural industry ICT were classified into availability, economics, data convergence and scalability. 349 questionnaires collected from pre-founders living in the country were used for empirical analysis. SPSS v22.0 and Process macro v3.4 were used to analyze the data based on serial multiple mediation model. First, economics and scalability had a positive (+) effect on start-up intention. Second, availability, economics and scalability had a significant effect on effort expectation. Third, effort expectation had a significant positive effect on acceptance intention. Fourth, acceptance intention had a significant positive effect on start-up intention. Fifth, the indirect effects of economics on start-up intention were all significant through effort expectation, through acceptance intention and through both effort expectation and acceptance intention. Sixth, the indirect effect of data convergence on start-up intention was significant through acceptance intention. Seventh, the indirect effect of scalability on start-up intention was significant through effort expectation and through both effort expectation and acceptance intention. As a follow-up study, it is necessary to study for the mediating variables other than mediators introduced in the study or the moderated mediation analysis through the conditional process model in which the moderating variable is introduced.
Keywords
Smart Farm; Agricultural ICT Technical Characteristics; Smart Farm Effort Expectation; Smart Farm Acceptance Intention; Start-up Intention;
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Times Cited By KSCI : 4  (Citation Analysis)
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