Technology Acceptance Model (TAM) As a Predictor Model for Explaining Agricultural Experts Behavior in Acceptance of ICT
محورهای موضوعی : Information and communication technology in agricultureامیر علم بیگی 1 , اسماعیل آهنگری 2
1 - استادیار گروه ترویج و آموزش کشاورزی، دانشگاه تهران، دانشکده اقتصاد و توسعه کشاورزی
2 - دانشجوی دکتری آموزش کشاورزی، گروه ترویج و آموزش کشاورزی، دانشگاه تهران، دانشکده اقتصاد و توسعه کشاورزی
کلید واژه: IT, Technology acceptance model, Job relevance, partial least squares,
چکیده مقاله :
This study aimed to develop TAM model to explain adoption of information technologies process .Descriptive – correlation study was conducted and data were collected through a survey. Statistical population was West Azerbaijan Agricultural extension agents who 120 of them were selected randomly using the krejcie and Morgan table. A questionnaire was employed to measure the variables in the model. Its validity was confirmed by a panel of experts. The Cronbach's alpha coefficient ranged between from 0.704 to 0.816 show satisfied reliability. For data processing, partial least squares (PLS) method as a new approach to structural equation modeling was used. The results showed that among three variables for development of technology acceptance model including Job relevance, experience and organization willingness to invest, the first and second show significant effects. Thus Job relevance and experience as an external variable was added to the basic TAM. Other relations between variables in basic technology acceptance model in current study were also seen significant. Our developed TAM can explain 64% of the actual behavior of employee in information technology utilization. TAM is one of the most influential extensions of Ajzen and Fishbein’s theory of reasoned action (TRA) in the literature. The theories behind it assume that when a person forms an intention to act, that s/he will be free to act without limitation. While In the real world there will be many constraints, such as limited freedom to act. For example, people in organized working environments are forced to use most of the relevant applications irrespective of their opinion or attitude. In this research mentioned model was used as a strong model to predict actual use behavior that affected by three variables namely Job relevance, experience and organization willingness to invest.
هدف مطالعه حاضر توسعه مدل پذیرش فناوری جهت بیان چگونگی فؤیند پذیرش فناوری اطلاعات است. در این راستا یک مطالعه توصیفی همبستگی که داده های ان از طریق پیمایش جمع آوری گردید انجام شد. جامعه آماری پژوهش مروجان کشاورززی استان آذربایجان غربی بود که 120 نفر از آنها به صورت تصادفی و با استفاده از جدول کرجسی و مورگان انتخاب شدند. جهت اندازه گیری متغیرها از ابزار پرسشنامه استفاده شد. روایی صوری پرسشنامه به تایید متخصصان (اساتید و دانشجویان دکتری دانشگاه تهران) رسید. پایایی پرسشنامه نیز از طریق مقدار آلفای کرونباخ سنجیده شد که مقدار آن بین 704/0 الی 816/0 بدست آمد. جهت پردازش داده ها، روش حداقل مربعات جزئی، به عنوان یک رویکرد جدید به مدل معادلات ساختاری استفاده شد. نتایج نشان داد که در میان سه متغیر برای توسعه مدل پذیرش فناوری از جمله ارتباط شغلی، تجربه و تمایل سازمان به سرمایه گذاری، نشان می دهد اثرات متغیرهای اول و دوم قابل توجه است. بنابراین ارتباط شغلی و تجربه به عنوان یک متغیر بیرونی به مدل اولیه پذیرش فناوری اضافه شده است. بر اساس نتایج تحقیق، در مطالعه حاضر روابط بین سایر متغیرها در مدل اولیه پذیرش فناوری نیز قابل توجه است. مدل پذیرش فناوری توسعه داده شده در تحقیق حاضر قادر است 64٪ از رفتار واقعی کارکنان در استفاده از فن آوری اطلاعات را تبیین و تشریح نماید. بر اساس مرور ادبیات مدل پذیرش فناوری یکی از تاثیرگذارترین مدل های اضافه شده به تئوری عمل منطقی آجزن و فیش بین است. در تحقیق حاضر، مدل پذیرش فناوری که تحت تاثیر سه متغیر ارتباط شغلی، تجربه و تمایل سازمان به سرمایه گذاری می باشد پیش بینی کننده رفتار واقعی استفاده از فناوری اطلاعات و ارتباطات است.
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