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http://dx.doi.org/10.14400/JDC.2020.18.8.151

The Effect of Technology Acceptance Factors on Behavioral Intention for Agricultural Drone Service by Mediating Effect of Perceived Benefits  

Lee, Jung-Dae (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
Journal of Digital Convergence / v.18, no.8, 2020 , pp. 151-167 More about this Journal
Abstract
This study examined the factors affecting the behavioral intention for agricultural drone service. The survey results of 324 agricultural-related workers were analyzed using SPSS v22.0 and PROCESS macro v3.4. The effects of technology acceptance factors by UTAUT on the behavioral intention for agricultural drone service and the mediating effects of perceived benefits were analyzed. The results are as follows: First, the technology acceptance factors had positive (+) effects on perceived benefits and behavioral intention for agricultural drone service. Second, economics mediated between factors excluding performance expectancy and intention, convenience also mediated between factors excluding social influence and intention, and there was no significant mediating effect of practicality benefits. In the future, a further research is required for people trained in agriculture or drone or had a drone license.
Keywords
Agricultural drone service; UTAUT; Technology acceptance factors; Perceived benefits; Behavioral intention;
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Times Cited By KSCI : 8  (Citation Analysis)
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