توسعه الگوی پذیرش فناوری: درک نیت رفتاری کشاورزان برای استفاده از تجارت الکترونیک کشاورزی

Subject Areas : Education and training

رها زارعی ¹ (Ph.D., Department of Agricultural Extension and Education, School of Agriculture, Shiraz University, Shiraz, Iran)
غلامحسین زمانی ² (Professor, Department of Agricultural Extension and Education, School of Agriculture, Shiraz University, Shiraz, Iran)
حمید کریمی ³ (استادیار گروه ترویج و آموزش کشاورزی، دانشکده کشاورزی دانشگاه زابل)
اریک مایکلز ⁴ (Associate Professor Department of Agricultural and Resource Economics, University of Saskatchewan, 51 Campus Drive, Saskatoon, SK S7N 5A8, Canada)

Received: 2021-03-29 Accepted : 2021-05-29 Published : 2022-03-01

Keywords: الگوی پذیرش فناوری, تجارت الکترونیک کشاورزی, تأثیرات اجتماعی, شرایط تسهیل‏کننده, مرکباتکاران,

Abstract :

پیدایش تجارت الکترونیک کشاورزی میتواند چالشهای بازاریابی کشاورزی به ویژه در کشورهای در حال توسعه مانند ایران را حل نماید. هدف پژوهش حاضر، توسعه الگوی پذیرش فناوری (TAM) از طریق افزودن متغیرهای تأثیر اجتماعی و شرایط تسهیل شده برای درک نیت رفتاری کشاورزان نسبت به استفاده از تجارت الکترونیک کشاورزی بود. این مطالعه توصیفی- همبستگی با استفاده از یک پیمایش مقطعی انجام شد. جامعه آماری مطالعه، مرکباتکاران شهرستان جهرم در ایران بودند (3566=N). از روش نمونهگیری تصادفی طبقهبندی شده استفاده گردید و 360 پاسخ دهنده برای پیمایش انتخاب شدند. ابزار پژوهش، پرسشنامهای ساختارمند بود که روایی ظاهری، همگرا و تشخیصی آن مورد تایید قرار گرفت. ضرایب آلفای کرونباخ و روایی ترکیبی برای بررسی پایایی ابزار پژوهش مورد استفاده قرار گرفت ( 85/0< α< 75/0). نتایج نشان داد که متغیرهای نگرش، سودمندی ادرک شده، تأثیر اجتماعی و شرایط تسهیل شده اثرات مستقیم، مثبت و معناداری بر نیت رفتاری نسبت به استفاده از تجارت الکترونیکی کشاورزی داشتند. سهولت استفاده ادراک شده نیز تأثیر غیر مستقیمی بر نیت رفتاری داشت. به طور کلی، نتایج نشان داد که سازههای الگوی توسعه یافته پذیرش فناوری برای تبیین نیت رفتاری کشاورزان معنادار میباشند. بدین معنی که متغیرهای نگرش، سودمندی ادراک شده، شرایط تسهیل شده، تأثیر اجتماعی و سهولت استفاده ادراک شده 3/50 درصد از واریانس نیت رفتاری را توضیح میدهند. در نهایت نیز کاربردهای این مطالعه مورد بحث قرار گرفت.

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