Author : Boonsom Waraegsiri

Summary : The purpose of this study was to determine whether or not the group dynamics factors adapted from selected group behavior models influence the technology transfer effectiveness (TTE) of the soybean grower group (SGG) farmers and non-soybean grower group (non-SGG) farmers. The correlational study employed the survey methodology. The data collection tools included personal interview and self-administered questionnaire. A multi-stage random sampling technique was used to select 200 soybean farmers from 24 villages and 24 extension agents within Chiangmai province. To analyze the data, descriptive and inferential statistics (frequency, t-test, Pearson's correlation, multiple regression, and discriminant analysis) were used. The study revealed that the technology transfer effectiveness (TTE) in both SSG members and non-SSG members was high. In comparison, the SGG members' TTE was significantly higher than the non-SSG members. With the use of adapted Robbins' group behavior model, the study provided a significant comparative insight in explaining the predictors of SGG and non-SGG members' TTE. External situation factor was found as the most important predictor factor of SGG members' TTE; and attitude towards change agent contributed the most influential variable within this factor. In addition, exposure to groups/organizations was found to be the only one variable in group process factor to be a significant predictor of both SGG members and non-SGG members. The study also revealed that the three most important attributes of the High-TTE are those who had more exposure to groups/organizations, had a higher degree of group cohesiveness, and higher total annual income than those who were Low-TTE. Finally, the study found that the theory of group dynamics, especially, the adapted Robbins' group behavior model can serve as a functional model in predicting the TTE of group approach in the rural Thai context.