청년농업인의 혁신기술수용에 관한 연구

Abstract

This study attempts to investigate the factors that could affect the acceptance of agricultural technologies by considering empirical factors for new agricultural technologies, based on previous studies on the acceptance of new technologies and innovations. In order to test the hypotheses, this study used a sample of 157 young farmers under the age of 39 who grow strawberries nationwide. The results are as follows. First, as a result of verifying the hypothesis on the effect of young farmers’ personal characteristics (innovation, technical competency, self-efficacy) on perceived ease of use and perceived usefulness, the hypothesis for the innovation was adopted because it directly affected perceived usefulness. And, the hypothesis for the self-efficacy was adopted because it directly affected perceived young farmers’ environmental characteristics (network, social influence) on perceived ease of use and perceived usefulness, the hypothesis for the network was rejected because no significance was secured in both perceived ease of use and perceived usefulness. On the other hand, the hypothesis for social influence was adopted because it directly affected perceived ease of use. Third, As a result of verifying the hypothesis on the relationship among the perceived ease of use, perceived usefulness, attitude toward using, and intention to accept technology, the hypothesis was adopted as it was shown that perceived ease of use had a direct effect on perceived usefulness, perceived usefulness had a direct effect on attitude toward using, and intention to accept technology, and perceived ease of use and attitude toward using, had a direct effect on the intention to accept technology. Summarizing this study, it was analyzed that innovation and selfefficacy among the personal characteristics of young farmers, and social influence among the environmental characteristics of young farmers influenced the acceptance intention of innovative technology. Based on these research results, policy implications for fostering young farmers as the subject of agricultural innovation were presented.