Analysis of Information Adoption Pathways and Strategies of Raising Information Adoption of Farmers

농업인의 정보 수용경로 분석 및 정보수용 제고 방안

  • Choi, Sang-Ho (Research Institute for Agriculture and Life Science, Seoul National University)
  • 최상호 (서울대학교 농업생명과학연구원)
  • Published : 2009.03.31

Abstract

This study analyzed the characteristics of diverse information adoption pathways per pathway of information composition category including 'information perception', 'information assessment', and 'information adoption' and examined information adoption characteristics per pattern. In addition, differences among agricultural researchers and farmers per information adoption stage were analyzed. According to these analyses, as for farmers' information adoption pathways, while the formal extension type and the situational reaction diffusion type used the direct pathway of 'information perception ${\rightarrow}$ information adoption,'the agriculturist connection type and the systematic approach type did not use the direct pathway of 'information perception ${\rightarrow}$ information adoption' but, instead, adopted information by moving from the 'information perception ${\rightarrow}$ information assessment' pathway to the 'information assessment ${\rightarrow}$ information adoption' pathway, with information assessment as the intermediation. In the case of farmers, information adoption was the highest in comparison with information assessment and information perception in all patterns whereas, in the case of agricultural researchers, the results were exactly opposite those of farmers. By suggesting an information adoption pathway appropriate to each pattern, this study sought to enhance information adoption.

References

  1. 김계수, 2006, AMOS 구조방정식 모형분석, 한나래
  2. 김두섭, 강남준, 2000, 회귀분석 기초와 응용, 나남출판사
  3. 김동주, 2005, 참여정부의 주요 국정과제 추진현황과 전망(1): 국가균형 발전의 비전과 전략, 국토 279: 6-17
  4. 김정호, 박준기, 김영생, 이병훈, 2005, 지역농업클러스터 발전방안, 한국농촌경제연구원
  5. 김창호, 황의록, 1997, '구전정보의 특성과 구전효과의 관계', 광고연구, 여름호, 55-77
  6. 노형진, 2005, SPSS/AMOS에 의한 사회조사분석, 형설출판사
  7. 농림부, 2005, 지역농업 및 지방농정 효과연구
  8. 송미령, 박주영, 김정섭, 2006, 농산촌 지역혁신체계 기반 구축, 한국농촌경제연구원
  9. 신건권, 1998, 활동정보회계시스템의 구축에 관한 연구 : 유연성과 적용가능성을 중심으로, 정보시스템연구, 7(1), 55-76
  10. 안근식, 신건권, 1995, 회계측정론, 신영사
  11. 윤승옥, 2004, 모바일 인터넷의 수용결정요인에 대한 연구 : 정보기술수용모형을 중심으로, 한국언록학보, 48(3), 274-301
  12. 이병옥, 2004, 전달과 정보해석학, 해석학연구, 13, 63-99
  13. 이순묵, 1990, 공변량구조분석, 성원사
  14. 임형백, 유승주, 2006, 농촌지역의 지역혁신체계 구축을 위한 모형 연구: 특화산업과 지역 내 총생산의 연계성을 중심으로, 농촌계획, 12(3), 67-80
  15. 임형백, 이성우, 2004, 농촌사회의 환경과 기능, 서울, 서울대학교 출판부
  16. 조현철, 1999, 구조방정식모델, 석정
  17. 최상호, 이성우, 최영찬, 2007. 순위형 로짓모형을 이용한 농업인의 혁신네트워크 연계 특성, 농촌계획, 13(4), 43-57
  18. 최상호, 이종만, 2008, 혁신전파 과정상의 정보내용 및 정보공유방식 차이 분석, 농촌지도와 개발, 15(2), 367-398
  19. 최상호, 최영찬. 2008, 지역특화작목시험장의 혁신전파 유형화와 커뮤니케이션 만족도 연구, 농업교육과 인적자원개발, 40(1), 57-82
  20. Asheim, B. T. and Isaksen, A, 1997, Location, agglomeration and innovation: Towards regional innovation systems in Norway?, European Planning Studies, 5(3), 299-330 https://doi.org/10.1080/09654319708720402
  21. Bathrick, D. D., Byrnes, K. J., Stovall, J. G. and Podems, D. R, 1996, Technology Institutions for Agricultural Frdd Trade in the Americas(TIAFTA), U.S. Agency for Internaltioanl Development, LAC TECH Project, Washington, D. C.
  22. Brown, J. J. and Reingen, P. H, 1987, Social Ties and Word of Mouth Referral Behavior, Journal of Consumer Research, 14(3), 350-362 https://doi.org/10.1086/209118
  23. Byerlee, D. and Alex, G. E., 1998, Strengthening National Agricultural Research Systems, The World Bank
  24. Chaiken, S., 1979, Communicator Physical Attractiveness and Persuasion, Journal of Personality and Social Psychology, 37, 1387-1397 https://doi.org/10.1037/0022-3514.37.8.1387
  25. Cialdini, R B., 1988, Influence: Science and Practice, New York, Harper Collins
  26. Davis, F. D., 1989, Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13(3), 319-339 https://doi.org/10.2307/249008
  27. Davis, F. D., Bagozzi, R P. and Warshaw, P. P., 1989, User Acceptance of Computer Technology: A Comparison of Two Theoretical Models, Management Science, 35(8), 982-1003 https://doi.org/10.1287/mnsc.35.8.982
  28. Fishbein, M., and Ajzen, I., 1975, Belife, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley
  29. Harrison-Walker, L. J., 2001, E-complaining: A content analysis of an Internet Complaint Forum, Journal of Services Marketing, 15(5), 397-412 https://doi.org/10.1108/EUM0000000005657
  30. Hunt, J. M. and Smith, M. F., 1987, The Persuasive Impact of Two-Sided Selling Appeals for an Unknown Brand Name, Journal of the Academy of Marketing Science, 15(1), 11-17 https://doi.org/10.1007/BF02721949
  31. Insko, C. A, 1967, Theories of attitude change, New York, Appleton-Century Crofts
  32. Kaimowitz, D., 1990, Making the Link: Agricultural Research and Technology Transfer in Developing Countries, London, Westview Press
  33. King, J. L., Gurbaxini, K. L., Kreamer, F. W., McFarlan, K. S., Raman, K. S., and Yap, C. S., 1994, The Institutioanl Factors in Information Technology Innovation, Information Systems Research, 5(2), 139-169 https://doi.org/10.1287/isre.5.2.139
  34. Kitchener, R F., 1999, The Conduct of Inquiry, Lanham, MD, University Press of America
  35. Kline, S. J. and N. Rosenberg, 1986, An Overview of Innovation in Landau R and Rosenberg, N.(Eds.) The Positive Sum Strategy(275-295), Washing D.C., National Academic press
  36. Lederer, A L., Maupin, D. J., Sena, M. P., and Zhaung, Y., 2000, The Technology Acceptance Model and the World Wide Web, Decision Support System, 29, 269-282 https://doi.org/10.1016/S0167-9236(00)00076-2
  37. Martinez-Brawley, E., 1995, Knowledge Diffusion and Transfer of Technology: Conceptual Rrenises and Concrete Steps for Human Services Innovations, Social Work, 40, 670-682
  38. Moulaert, F. and Sekia, F., 2002, Territorial Innovation Models: A critical Survey, Regional Studies, 37(3), 289-302 https://doi.org/10.1080/0034340032000065442
  39. OECD, 1995a, Niche Market Development in Rural Areas: Workshops and Proceedings, Paris, OECD
  40. OECD, 1995b, Niche Markets as a Rural Development Strategy, Paris, OECD
  41. Petty, R. E. and Cacioppo, J. T., 1984, Source Factors and the Elaboration Likelihood Model of Persuasion, In Kinnear, T. C.(Eds.), Advances III Consumer Research(668-672), Provo, Association for Consumer Research
  42. Rogers, E. M. and Shoemaker, F. F., 1971, Communication of Innovation, New York: Free Press
  43. Rogers, E. M., 2003, Diffusion of Innovations. New York: Free Press
  44. Self, C. S., 1996, Credibility, In Salwan, M. and Stacks, D.(Eds.), An integrated approach to communication theory and research, Mahwah, NJ:Erlbaum
  45. Taylor, S. and Todd, P. A., 1995, Understanding Information Technology Usage : A Test of Competing Models, Information Systems Research, 6(2), 144-176 https://doi.org/10.1287/isre.6.2.144
  46. Tseng, S. and Fogg, B. 1., 1999, Credibility and computing technology, Communications of the ACM, 42, 39-44 https://doi.org/10.1145/301353.301402
  47. Venkatesh, A. and Davis, F. D., 2000, A Theoretical Extensiion of the Technology Acceptance Model : Four Longitudinal Field Studies, Management Science, 46(2), 186-204 https://doi.org/10.1287/mnsc.46.2.186.11926
  48. Wathan, C.N., and Burkell, 1., 2002, Believe it or not: Factors Influencing Credibility on the Web, Journal of the American Society for Information Science and Technology, 53(2), 134-144 https://doi.org/10.1002/asi.10016