경기지역 농가경영주의 인터넷 이용의도 연구

Use Intention of Internet in Agribusiness: A TPB Application to Gyounggi Farm Owners

This study utilizes TPB(Theory of Planned Behavior) approach developed by Ajzen to explain and predict use intention of internet for Korean farm managers. Attitude, subjective norm, perceived behavioral control are selected for direct variables affecting use intention. Selected indirect variables are behavioral beliefs and outcome evaluations for attitude, normative beliefs and compliance motivation for subjective norm, perceived control beliefs and perceived facilitation for perceived behavioral control. 500 farmers are mail surveyed to collect data to fit the TPB model. The samples are randomly selected from farmers who use personal computer in Kyonggi province. 202 farmers responded to the survey questionnaire. 171 samples are used for analysis. Regression analysis is applied to the survey data to test TPB hypothesis. The results find that attitude, subjective norm, and perceived behavioral control affect use intention directly. Correlation analysis shows behavioral beliefs and outcome evaluations, normative beliefs and compliance motivation, and perceived control beliefs and perceived facilitation affects use intention indirectly. Attitude, subjective norm, and perceived behavioral control affect internet using intention directly and positively. Behavioral beliefs and outcome evaluations affects internet using intention through attitude. Normative beliefs and motivation to comply affect internet using intention through attitude, subjective norm, and perceived behavioral control. Control beliefs and perceived facilitation affect internet using intention through perceived behavioral control. This study contributes to a better theoretical understanding of the factors to improve internet use for Korean farmers. Use of the internet is influenced and motivated by referent groups. Thus, for the promotion of the internet use in Korean agriculture, building the local user group and community by crops and farm organizations will be appropriate.