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A Study on the Effect of Perceived Usefulness Factors of Smart Farm on the Rural Entrepreneurial Intention  

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)
Publication Information
Asia-Pacific Journal of Business Venturing and Entrepreneurship / v.15, no.4, 2020 , pp. 161-173 More about this Journal
Abstract
As ICT convergence technology has spread and applied to various industrial fields and society in general, interest in rural entrepreneurship using smart farm as a means for solving many pending problems in agriculture is increasing. In this context, this study is to look at the influential factors in terms of perceived usefulness associated with the rural entrepreneurial intention using smart farm and suggest a proposal for spreading smart farms. The subjects were 296 general adults over 20 years old who were selected by simple random sampling method. The research method was exploratory factor analysis and multiple regression analysis using IBM SPSS 22.0. The perceived usefulness of smart farm, which are availability, reliability and economic efficiency were selected as independent variables to analyze the influential factors on rural entrepreneurial intention using smart farm and the moderating effect of personal innovation was observed. As a result, reliability and economic efficiency have a positive(+) influence on rural entrepreneurial intention using smart farm. And personal innovation moderates the relationship between the availability, reliability of smart farm and rural entrepreneurial intention using smart farm. The results of this study have significance in that we devised and empirically revealed factors affecting rural entrepreneurship intentions from the perspective of perceived usefulness of smart farms, away from studies of general entrepreneurship intention factors such as internal personal characteristics and external environmental factors. The implications of the study are expected to be utilized at the seeking direction of policy for potential entrepreneur using smart farm, the training and consulting in actual field of smart farm.
Keywords
Smart Farm; Rural Entrepreneurial Intention; Perceived Usefulness; Availability; Reliability; Economic Efficiency; Personal Innovation;
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Times Cited By KSCI : 9  (Citation Analysis)
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