A Study on Acceptance Intention of Extruded Pellet for Olive Flounder ( Paralichthys olivaceus ) Based on the UTAUT2 Model

This study aims to examine the factors influencing the acceptance of extruded pellet (EP) usage among Korea’s olive flounder farming households by analyzing their acceptance factors to provide recommendations for its wider adoption. A survey was conducted among olive flounder farming households, and 188 valid questionnaires were collected. To examine the factors influencing EP acceptance intention, the UTAUT2 (extended unified theory of acceptance and use of technology) model was used. The independent variables were categorized into performance expectancy, effort expectancy, facilitating conditions, social influence, price value, and reliability as independent variables, while acceptance intention was considered as the dependent variable, to derive measurement items. In addition, the differences between the two groups were analyzed by using the aquaculture region and the manager’s experience as moderating variables. The hypothesis testing showed that performance expectancy, effort expectancy, social influence, price value, and reliability factors had a positive effect on acceptance intention, while facilitating conditions did not show a significant effect. The analysis of the moderating effect of the aquaculture region indicated a significant difference between the Jeju-do and Jeollanam-do groups. Conversely, the moderating effect of experience showed no significant difference between those with more experience (≥10 years) and those with less (<10 years).