기술수용모델(TAM)을 이용한 농업교육프로그램 참여의향도 분석과 향상 방안

(Analysis of Farmers’ Participation Intention in Agricultural Education Programs and Implications for Improvement based on Technology Acceptance Model)

The purposes of the study were to determine the relationships among the factors that affect farmers participation intention in agricultural education programs and to propose implications for improvement based on the technology acceptance model. Also, determined were some descriptive characteristics of the selected factors. The study sample was 219. For descriptive statistics such as frequencies, means and correlation coefficient, SAS version 9.1 was used. In addition, LISREL version 8.30 was employed for statistical analyses of the structural equation models. The general structural equation model based on TAM included perceived usefulness, perceived ease of use, attitude, and participation intention as endogenous variables and accessibility, self-efficacy and social norm as exogenous variables. The study results confirmed the acceptability of the model to understand farmers’ participation intention in agricultural education programs. Attitude, perceived ease of use, and self-efficacy were identified having direct effect on participation intention in agricultural programs. In terms of the magnitude of the parameter estimates, attitude was the most significant factor related to participation intention. It was revealed that accessibility had not direct and indirect effect on any endogenous variables.