확장된 기술수용모형을 이용한 농업경영체 신기술 수용요인 분석 : ICT 융합 시설딸기 열회수용 온습도 환경제어 시스템을 중심으로

Analyzing the Acceptance Factors of New Technology in Farm : Focusing on ICT Convergence Temperature and Humidity Environment Control System

This study evaluated the various acceptance factors of farm on new technologies and empirically analyzed the effects of these acceptance factors on the behavioral intention to use new technologies at the early stage of “ICT convergence temperature and humidity control environment control system for the protected cultivation of strawberry” commercialization. This study tried to verify the process of diverse acceptance factors influencing the behavioral intention to use new technologies after modifying the technology acceptance model (TAM) developed by Davis (1989) suitable for a new technology acceptance study. Hypothesis test results showed that personal experience positively affected perceived ease of use and perceived ease of use positively influenced perceived usefulness. Moreover, it was found that compatibility positively affected perceived usefulness. Additionally, it was confirmed that perceived ease of use and perceived usefulness positively influenced behavioral intention to use in the TAM. It is necessary to provide guidance for enhancing agricultural management after introducing a new technology in order to distribute and spread new agricultural technologies in the future. Moreover, it is needed to offer management consulting and follow-up management to farms that already adopted those new technologies. We shall foster private experts in related fields, and create and disseminate farming management consulting sourcebooks to support and resolve difficulties associated with the new technologies in the farms. It is also necessary to increase the farm household income and find a market, after introducing new technologies, for improving agricultural management capacities.