Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
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Analysis of Factors Affecting the Perception of Smart Farm by Employees of Korea Rural Community Corperation

농어촌공사 임직원의 스마트 팜 인식에 미치는 요인 분석

  • Jeong, Ki-Seok (Korea Rural Community Corporation) ;
  • Eom, Seong-Jun (Rural Development Administration National Institute of Agricultural Sciences) ;
  • Rhee, Shin-Ho (Dept. of Agricultural and Rural Engineering, Chungbuk National University)
  • 정기석 (한국농어촌공사) ;
  • 엄성준 (농촌진흥청 국립농원과학원) ;
  • 리신호 (충북대학교 지역건설공학과)
  • Received : 2020.08.06
  • Accepted : 2020.08.27
  • Published : 2020.08.30
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Abstract

This study designed an extended technology acceptance model incorporating and combining TPB, TAM, UTAUT, and IDT, which are known to be useful in explaining technology acceptance intention, to analyze antecedents affecting smart farm acceptance intention from the perspective of policy handlers. In the model of this study, nine independent variables were set, including subjective norm, perceived behavioral control, attitude, perceived usefulness, performance expectation, effort expectation, social impact, promotion condition, and fitness. The effect of these variables on farm acceptance intention was analyzed. The study found that four factors, including perceived behavioral control, perceived usefulness, social impact, and fitness, had positive effects on the acceptance intention of smart farms. Of these, perceived usefulness had the highest impact. In conclusion, all the TPB, TAM, UTAUT, and IDT applied to the research hypothesis to explain the smart farm acceptance intention included on or more variables with significant effects. In other words, these theories were evaluated as useful to explain the acceptance intention of smart farms.

Keywords

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