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http://dx.doi.org/10.12653/jecd.2014.21.2.0029

An Analysis Acceptance Factors for the Early Diffusion of Mulberry Protected Cultivation  

Kim, Woong (Resource Management Division, Agricultural Research & Extension Services Iksan)
Lee, Ki Kwon (Resource Management Division, Agricultural Research & Extension Services Iksan)
Yu, Young Seok (Resource Management Division, Agricultural Research & Extension Services Iksan)
Choi, Don Woo (Resource Management Division, Agricultural Research & Extension Services)
Publication Information
Journal of Agricultural Extension & Community Development / v.21, no.2, 2014 , pp. 29-56 More about this Journal
Abstract
This study conduct for 200 farmhouses who didn't accept new technology like mulberry Protected Cultivation. Through research model combined Innovation diffusion theory(IDT) and Technology Acceptance Model(TAM), it analysed which factors affect for new technology acceptance and diffusion. To verify relations between external factors which affect new technology acceptance and diffusion by endogenous variables such as perceived usefulness, perceived ease of use and perceived riskiness, with external factors, mothed used to analyse it. Most of adopted variables were showed positive results except for individual innovativeness and reliability. Based on the results of these analyses, we can suggest rapid. First, technique diffusion agents should have heighten the level of expertise and technology, and build up the network to solve difficulties with technique supply with mulberry farmhouses. Secondly farmhouses of mulberry outdoor cultivation showed positive attitude protected cultivation, but negative attitude it bacause of the burden of facilities investment. Thus, it is needed to capital investment for individual farmhouse hold. Finally, through cultivation technology education, field trip about mulberry protected cultivation, we can diffuse technology receive for negative farmers.
Keywords
Mulberry; Protected Cultivation; Technology Acceptance Model;
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