배추 신종자의 수용 및 지속적 사용의도에 관한 연구
Study on the Acceptance and Continuous Use of New Seed of Chinese Cabbage
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
본 연구의 목적은 배추 신종자의 수용 및 지속적 사용의도에 영향을 미치는 요인을 분석하는데 있다. 연구모형은 기술수용이론(TAM)을 기반으로 도출하였으며, 분석은 편최소제곱법(PLS)을 이용하였다. 배추 생산 농가를 대상으로 한 설문자료 분석결과, 선행변수 중에서는 혁신성과 종자홍보가, 매개변수에서는 인지된 용이성이 신종자 사용에 유의한 영향을 미치는 요인이며, 이들 변수들 간에는 강한 양의 관계가 존재하는 것으로 나타났다. 따라서 기존종자에 비해 품질이 개선된 신종자의 개발 및 보급, 그리고 신종자를 이용하여 생산된 배추의 판로확보 등 다양한 측면에서 인지된 유용성을 제고하기 위한 노력이 필요하다. 이와 같은 노력은 종자홍보와 함께 신종자에 대한 농가의 수용의지를 제고하고 신종자 도입 시 농가가 직면할 수 있는 위험을 줄일 수 있기 때문에 결과적으로 농가의 혁신성 향상에도 큰 도움이 될 것으로 판단된다.
Abstract
The purpose of this study is to analyze the acceptance about new seed of Chinese cabbage and to analyze the factors affecting continuous use. Research model was derived based on the Technology Acceptance Model(TAM), the analysis was performed using Partial Least Squares(PLS). The factors significantly affecting the use of new seed of Chinese cabbage are innovativeness and seed promotion in antecedent variables and perceived usefulness in parameter variables, which have strong positive relationship among them. Therefore, efforts such as development and diffusion of high quality seed and securing a market for Chinese cabbage of new seed are necessary for improving perceived usefulness. Since these efforts including seed promotion can enhance the farmers' acceptance of new seed and reduce the risk that farmers would face in introducing new seed, these can also be very helpful in enhancing the farmers' innovativeness.
참고문헌 (23)
- Anderson, J. C, "Structural equation modeling in practice: A review and recommended two-step approach", Psyc. Bull, 103, pp.411~423 (1988)
- Barclay, D. W, "The partial least squares (PLS) approach to causal modeling: Personal computer adoption and use as an illustration", Tech. Stud, 2, pp.285~309 (1995)
- 이유재, "On the evaluation of structural equation models", Journal of the Academy of Marketing Science 16(1), 16(1), pp.74~94, Springer New York
- Bhattacherjee, A, "Understanding information systems continuance: An expectation-confirmation model", MIS Quart, 25, pp.351~370 (2001)
- Chen, L, "Consumer acceptance of virtual stores : A theoretical model an critical success factors for virtual stores", 박사, pp.2000
- Chin, W. W, "The partial least squares approach to structural equation modeling, In Modern Methods for Business Research", pp.295~336 (1998), Mahwah
- Cohen, J, "Statistical power analysis for the behavioral sciences" (1988), Hillsdale
- Davis, F. D, "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS Quart, 13, pp.319~340 (1989)
- Fornell, C, "Evaluating structural equation models with unobservable variables and measurement error", J. Marketing Res, 48, pp.39~50 (1981)
- Gefen, D, "Structural equation modeling and regression: Guidelines for research practice", Comm. Assoc. Inform. Systems, 7, pp.1~78 (2000)
- Goodhue, D, "PLS, Small sample size, and statistical power in MIS research", Proceedings of the 39th Annual Hawaii International Conference on System Sciences, 8, pp.202b~ (2006)
- 홍승지, "배추 생산자들의 신종자 이용 행태에 관한 연구", 농업과학연구, 38(3), pp.549~557 (2011), 농업과학연구소
- Jung, G. H, "Study on the relationship between factors of farmers' adoption and continuous use of innovative technology", J. Agr. Edu. Human Resour. Dev, 42, pp.109~137 (2010)
- Kim, J. D, "PLS regression with SAS" (2012), Freeacademy
- Lee, G. H, "A study on consumer damages and efficient redress program for agricultural producers" (2000), Korea Consumer Agency
- Lin, C. S, "Integrating perceived playfulness into expectation-confirmation model for web portal context", Inform. Manag, 42, pp.683~693 (2005)
- Marcoulides, G. A, "PLS: A silver bullet?", MIS Ouart, 30, pp.3~9 (2006)
- Ministry of Food, Agriculture, Forestry and Fisheries, "2020 Government policy for promoting seed industry", ~ (2009)
- 박우성, "농가유형별 혁신기술 수용의 영향요인 분석", 농업경영.정책연구, 36(3), pp.509~539 (2009), 한국농식품정책학회
- Taylor, S, "Understanding information technology usage: A test of competing models", Inform. Systems Res, 6, pp.144~176 (1995)
- Tenenhaus, M, "PLS path modeling", Computational Statis. Data Anal, 48, pp.159~205 (2005)
- Venkatesh, V, "A theoretical extension of the technology acceptance model: Four longitudinal field studies", Manage. Sci, 46, pp.186~204 (2000)
- Venkatesh, V, "User acceptance of information technology: Toward a unified view", MIS Quart, 27, pp.425~478 (2003)