환경과 스마트팜 기술에 대한 소비자 신념과 스마트팜 농산물 지속사용의도: 소비자 혁신성의 조절효과 = Consumer Beliefs about the Environment and Smart Farm Technology and Continuous Use Intention of Smart Farm Produce: Moderating Effect of Consumer Innovativeness

다국어 초록 (Multilingual Abstract)

As the fresh food market grows, interest in smart farms that are not affected by climate and seasons in terms of supply stability is increasing. The domestic distribution industry is also paying attention to the smart farm business. There is a need to understand the relationship between producers and consumers in food distribution channels. Accordingly, this study comprehensively analyzed the relationship between consumer beliefs about the environment and smart farm technology, consumer innovativeness, consumer attitude, and intention to continue use in order to understand consumers' intention to continue using smart farm agricultural products. Data was collected by online survey with adult consumers aged 20 or older across the country, and a total of 515 copies were used in the final analysis. To identify relationships between variables, SPSS 26 and SmartPLS 4.0 were used.
As a result of the analysis, first, it was found that consumers' individuality (environmental) beliefs about smart farm technology had a positive effect on technology (technology usefulness, ease of access, social influence, purchasing ability) beliefs. Second, among individuality beliefs and technology beliefs, technology usefulness, social influence, and purchasing capacity were found to have a significant effect on consumer attitudes. Third, among individuality beliefs and technology beliefs, technological ease, social influence, and purchasing capacity were found to mediate consumer attitude and influence the intention to continue using smart farm agricultural products. Fourth, consumer innovativeness was found to have a significant moderating effect in the relationship between consumer attitude and continued use intention.
This study is significant in that it analyzed the impact of consumer acceptance of the environment and smart farm technology on continuous use intention of smart farm produce with including consumer innovativeness.