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농업경영정보시스템 사용의도에 미치는 사회심리학적 요인 분석: 우수농업경영정보시스템을 중심으로
홍희연 ( Hee Yeon Hong ),문정훈 ( Jung Hoon Moon ),유철우 ( Chul Woo Yoo ),최영찬 ( Yong Chan Choe ) 한국농촌지도학회 2008 농촌지도와 개발 Vol.15 No.4
The purpose of this study is to empirically analyze factors that influence farm managers` intentions to use an agricultural farm management information systems. It focused on LFcenter System, a leading information system operated by the Rural Development Administration for farm management. Participants of this study are classified into two groups: a group of leading farm managers and a group fo regular farm managers. A total of 192 survey samples on users` intentions are collected; 85 samples from leading farm managers and 107 from regular farm managers. The theoretical background of this study is developed based on Theory of Reasoned Action(TRA), Technology Acceptance Model(TAM), Diffusion of Innovation(DOI), Social Cognitive Theory(SCT), and Theory of Planned Behavior(TPB). Partial Least Squares(PLS) method is used to test a proposed Structural Equation Model(SEM), including nine hypotheses. The differences between two groups are investigated using Smith-Satterthwait test. The findings from this study are: First of all, in terms of average comparison of most variables used in this study, a group of leading farm managers shows higher value that the other group in most cases. Second, hypothesis tests how that subjective norms, goal to study, perceived usefulness, perceived enjoyment, and intention to use significantly influence the intention to use an agricultural management information system in the group of leading farm managers. However, subjective norms, goal to study, perceived ease of use, perceived usefulness, perceived enjoyment, and intention to use turned out to significantly influence the intention to use an agricultural management information system in the group of regular farms managers. Based on the results of Smith-Satterthwait test, compared with a group of leading farms managers, the impact of goal to study on intention to use is significantly stronger. On the other hand, in the group of leading farms managers, perceived usefulness and perceived enjoyment turned out to be main drivers of intention to use.
박성희 ( Sung Hee Park ),조혜빈 ( Hea Bin Jo ),신예현 ( Ye Hyun Shin ),조용빈 ( Yong Been Cho ),최영찬 ( Young Chan Choe ) 한국식품유통학회 2014 食品流通硏究 Vol.31 No.1
In this study, we analyzed the research trend of the e-commerce of agricultural products. The purpose of this paper is to investigate the current situation of agricultural product e-commerce, and to analyze the food consumption data through the e-commerce. We analyzed 59 articles that were retrieved from searching "Agricultural products, Electronic commerce, e-market" in the keyword search field from 1998 to 2013. In order to compare the real consumers` consumption pattern, we analyzed 383 households residing in the capital area. The results show three implications in order to vitalize agricultural e-commerce. First, the agricultural e-commerce needs to deal with products preferred by consumers in the beginning and to expand other items. Second, an integrated internet store is better than an online shopping mall run by individual farmer. Third, the technical development of agricultural products such as the standardization, and packing should be done for e-commerce.