한국농업의 작목별 혁신기술수용에 관한 연구 = (A) study on the factors affecting of innovation technology acceptance by crop of Korean agricultural

다국어 초록 (Multilingual Abstract)

The objective of this study were to analyze the key factors in technology acceptance targeted for the participation farmer who does some degree recognition of innovative technologies through New Technology Demonstration Projects of Agricultural Extension Service.
These findings implied that if innovative farmers were targeted to adopt innovations, other farmers would soon follow, speeding up the adoption of new agricultural practices. The idea was simple and compelling, and it provided the basis for a model of agricultural development that the Extension Service continues to use today.
The present research develops and tests a theoretical extension of the Technology Acceptance Model(TAM) that explains perceived usefulness and usage intentions in terms of Adopters characteristics and Innovations characteristics. Both characteristics of adopters (innovativeness, realibility, output quality) and innovations characteristics(usefulness, ease of use) significantly influenced continuous usage intention. The major results of the study are as follows.
At First, the main factors of technology acceptance were divided into six sub-project fields including rice, upland crop, vegetable, fruit, flower and livestock by crop.
At all points of measurement, Rice, upland crop, Fruit and Livestock usage decisions were more strongly influenced by their perceptions of innovativeness. In contrast, Vegetable and Fruit were more strongly influenced by perceptions of trust.
Second, the key factors of technology acceptance were classified mechanical technology, biological technology and chemical technology according to agricultural technology characteristics. At all three points of measurement, compared to biological technology, mechanical technology usage decisions were more strongly influenced by their perceptions of innovativeness and trust. In contrast, biological technology were more strongly influenced by perceptions of usefulness and technical support. The other side, usefulness and technical supports are positively related to the continuous usage intention to chemical technology.
Finally, the key factors of technology acceptance were classified by 'Self- sufficiency farmer', 'Top farmer' and 'Farmer with scale extension' according to farm's types and farming characteristics.
At all three points of measurement, 'Farmer with scale extension' usage decisions were more strongly influenced by their perceptions of technical support. In contrast, 'Self- sufficiency farmer' were more strongly influenced by perceptions of usefulness and trust.
These findings advance theory and contribute to be foundation for future research aimed at improving our understanding of adopter acceptance behavior.

목차 (Table of Contents)

• 제1장 서 론 = 1
• 제1절 연구 배경 및 의의 = 1
• 제2절 연구목적 = 4
• 제3절 연구내용 및 방법 = 6
• 제2장 혁신기술수용의 이론적 배경 = 7
• 제1절 기술수용 관련 이론 및 모형 = 7
• 1. 혁신확산이론(IDT: Innovation Diffusion Theory) = 7
• 2. 합리적 행동이론(TRA: Theory of Reasoned Action) = 13
• 3. 계획된 행동이론(TPB: Theory of Planned Behavior) = 14
• 4. 기술수용모형(TAM: Technology Acceptance Model) = 16
• 제2절 기존이론 검토 및 비교 = 20
• 1. 혁신기술수용의 통합화 모형 = 20
• 2. 수용자 행동 분야의 혁신저항 연구 = 22
• 제3장 농업기술 개발 및 보급 현황 = 26
• 제1절 농업기술 개발 및 보급 체계 = 26
• 1. 공공부문의 기술개발과 보급 = 26
• 2. 농업기술개발 및 보급의 특수성 = 29
• 3. 농업기술 발전단계 유형 = 30
• 제2절 농촌지도사업의 변천 = 33
• 제3절 새기술보급사업의 현황 및 성과분석 = 35
• 1. 새기술보급사업 목적 및 추진체계 = 35
• 2. 새기술보급사업의 성과분석 = 38
• 제4장 연구모형 및 가설설정 = 40
• 제1절 연구모형 설정 = 40
• 제2절 연구가설 설정 = 42
• 1. 지각된 유용성과 용이성의 영향요인 = 43
• 2. 태도 및 수용의도의 영향요인 = 49
• 제5장 실증분석 결과 = 52
• 제1절 연구조사방법 = 52
• 1. 조사 대상 및 방법 = 52
• 2. 응답자의 일반적 특성 = 53
• 3. 연구개념의 조작적 정의 및 측정 = 54
• 제2절 측정변수의 신뢰성 분석 및 타당성 분석 = 56
• 1. 측정변수의 신뢰성 분석 = 56
• 2. 측정변수의 타당성 분석 = 57
• 제3절 집단별 기술수용요인의 차이검증 = 63
• 1. 작목별 기술수용 영향요인의 차이검증 = 63
• 2. 농가유형별 기술수용 영향요인의 차이검증 = 64
• 3. 재수용 의도에 따른 기술수용 요인의 차이 검증 = 73
• 제6장 혁신기술수용 모형 검증 결과 = 75
• 제1절 통합 기술수용 모형 검증 결과 = 75
• 1. 기술수용 선행요인의 매개효과 분석 = 75
• 2. 통합 기술수용모형 측정 결과 = 78
• 3. 농가의 혁신성에 따른 집단별 차이 검증 = 82
• 제2절 작목별 기술수용모형 검증결과 = 87
• 1. 식량작물분야 = 88
• 2. 전특작분야 = 90
• 3. 채소분야 = 92
• 4. 과수분야 = 94
• 5. 화훼분야 = 96
• 6. 축산분야 = 98
• 제3절 기술유형별 기술수용모형 검증 결과 = 101
• 1. 기계적 기술분야 = 102
• 2. 생물적 기술분야 = 104
• 3. 화학적 기술분야 = 106
• 제4절 농가유형별 기술수용모형 검증 결과 = 109
• 제7장 요약 및 결론 = 116
• 제1절 연구 결과 요약 = 116
• 제2절 연구의 한계 및 향후 연구과제 = 118
• 참고문헌 = 120
• 부록 = 129