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http://dx.doi.org/10.11625/KJOA.2020.28.2.119

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

Kang, Duck-Boung (한국농수산대학교 특용작물학과)
Chang, Kwang-Jin (한국농수산대학교 특용작물학과)
Lee, Yang-Kyu (메인텍(MainTech) 연구소)
Jeong, Min-Uk (한국농수산대학교)
Publication Information
Korean Journal of Organic Agriculture / v.28, no.2, 2020 , pp. 119-138 More about this Journal
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
smart farm; the unified theory of acceptance and use of technology (UTAUT); use intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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