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http://dx.doi.org/10.5762/KAIS.2019.20.2.190

Analysis on Determinants of Acceptance Intention of New Agricultural Technology: Using Innovation Resistance Model  

Kim, Woong (Jellabuk-do Agricultural Research and Extension Services)
Kim, Hong-Ki (Jellabuk-do Agricultural Research and Extension Services)
Yu, Young-Seok (Jellabuk-do Agricultural Research and Extension Services)
Noh, Jaejong (Jellabuk-do Agricultural Research and Extension Services)
Chae, Yong-Woo (Farm and Agribusiness Management Dvision, Rural Development Administration)
Choi, Jong-San (Department of Food Marketing, Chonbuk National University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.20, no.2, 2019 , pp. 190-199 More about this Journal
Abstract
This study was conducted to expand the distribution of new technology efficiently by analyzing the structure relationship based on the innovation resistance model and partial least square structural equation model (PLS-SEM). This study selected innovative propensity, relative advantage, compatibility, complexity, trialability, risk, and extension service consisting of educational, technical, and funding services as factors affecting innovation resistance. This study constructed a questionnaire that measured 11 factors including acceptance intention of new technology using 33 indicators. Data was from April to October, 2017, targeting 180 farmers who did not join in projects to spread new technologies of the Rural Development Administration. Results showed the factors positively and significantly affecting innovation resistance include complexity and risk. Innovative propensity did not have any effect on innovation resistance. However, it positively affected acceptance intention of new technology. The service of the extension organizations had a negative effect on innovation resistance, but did not affect acceptance intention of new technology. This study suggests that extension services should promote activities such as education, consulting, publicity and pilot projects related with new technologies in order to minimize the antipathy toward new agricultural technologies.
Keywords
New Technology; Structure relationship; Innovation resistance; Partial Least Square Structure Equation Modeling; Extension Services;
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Times Cited By KSCI : 2  (Citation Analysis)
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