Study on the Relationship Between Factors of Farmers' Adoption and Continuous Use of Innovative Technology
2010
Jung, G.H., Gyeonggi-do Agricultural Research and Extension Services, Hwasung, Republic of Korea | Choe, Y.C., Seoul National University, Seoul, Republic of Korea | Park, H.D., Seoul National University, Seoul, Republic of Korea | Jang, I.H., Seoul National University, Seoul, Republic of Korea
This study was conducted to find the critical factors influencing pig farmers' adoption of new technology for pig night soil treatment. Survey for this study was implemented targeting pig farmers in Korea. The research model was built based on DoI(Diffusion of Innovation) and TAM(Technology Acceptance Model) to figure out the effect of individual innovativeness, education support quality and technology support quality on perceived usefulness and perceived ease of use which lead intention to use and user satisfaction. Result from PLS is, first, individual innovativeness, education support quality, and technology support quality work as antecedent variables of perceived usefulness and perceived ease of use. Second, education support quality has positive effect on perceived usefulness of new technology and perceived usefulness has positive effect on user satisfaction of the technology. Finally, this study found that technology support quality doesn't have significant impact on perceived usefulness whereas it has positive effect on perceived ease of use. These results give an implication that development and evaluation of education program require major effort since adoption and intense to use of the new technology in pig farm is most affected by education support quality.
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