Evaluation of factors affecting the innovation adoption among rural entrepreneurs (case study: Kan-Souleghan)

Introduction The study is on the entrepreneurship as a factor effecting on rural development in Iran.Generally Rural development is seen as process by which community increase and maximize its control and use of the material resources with which led to change in quality of their life. Changing people standard of living, particularly upwardly, is often considered an indication of a government success in reaching rural development, particularly in traditionally rigid structures.
Many rural families need to diversify their sources of income and employment in view of increasingly smaller parcels of land, low agricultural productivity, volatile weather conditions and soil erosion. Entrepreneurship promoting strategies to diversify rural economic activities, including the development of non-farm economic activities and facilitating the transition of informal activities into the formal growth sector is a very important tool to developing the rural communities in Iran. Local communities often show different reactions to the extent and speed of adoption of an innovation. These reactions depend on the characteristics of innovation and the people who accept these innovations. Basically, these factors affect the rate of diffusion and acceptance of entrepreneurship between target populations.
Theoretical frameworkRecognition of the facilitator factors and constraints for adopting of the innovation has an important role in accelerating the process of development in the society, thus, this study intends to use this aspect to study the diffusion of entrepreneurship in rural communities.
Methodology The aim of the empirical research is to evaluate the main factors which are effecting on extension of innovation adoption and finally to apply a certain entrepreneurship in a rural area. So the research method which has been conducted in Kan-Souleghan rural district which ia located in North –West of Tehran is Descriptive and analytic on the base of applied method.
The research mainly concentrated on research in villages such as Ksharolya, Ksharsofla, souleghan, Kan that have considerable amount of entrepreneurs. The data has been collected by questionnaire on the base of Likert model and the documentary method as well, interviews with sample population also has been used to complete the questionnaire data. All entrepreneurships in the research area have been chosen, so no random selection is used.
The research statistical population is 2,713 people, which include 667 households in the study area. All recipients of entrepreneurship and innovation that living in the 4 villages of Kan- souleghan are included in the sample population of the research ,that they are about 102 households.
The data which has been collected were analyzed by SPSS software, using multiple stepwise regressions and combined model.
Result and Innovation is the base of entrepreneurship that can led to changes in the society, but it must have properties that are accepted. But it must have some features that make it attractive for people to accept the new activity. However, people also need to have some characteristic to accept a new phenomenon.
Entrepreneurship in the rural area is mainly based on local knowledge and living conditions of the villagers and their livelihood, As it became clear gardening in the area was started about 50 years ago, and it developed over time. In this study, two categories of factors along with admission's elements have been investigated, which are: Characteristics of entrepreneurship and characteristic of entrepreneurs. To determine the contribution of each factors in accepting entrepreneurship by rural people, regression analysis was used and to analyze the characteristics of entrepreneurship stepwise regression method, is used. Among all the characteristics of entrepreneurship, attractiveness and simplicity have the greatest impact on admission, and other characteristics of entrepreneurship such as compatibility with the experience and needs of entrepreneurs, start-up costs for market sales and profitability and availability, have secondary importance.
In relation to the characteristics of an entrepreneur, entrepreneur's motivation has more effect than other elements on the adoption of entrepreneurship. Entrepreneurial characteristics that affect the amount and rate of its acceptance by local people are: Easiness and Attractiveness of innovation, its compatibility with local people's experience and the level of skills which are needed for entrepreneurs, Cost of application, Profitability (economy) and well selling in market. Also the entrepreneurial characteristics that effect on rate innovation's acceptance by entrepreneur are: Achievement Motivation, Confidence and self-esteem and the spirit of modernism. In general, there is a systematic relation between the characteristics of local people so each character has led to the emergence of the next character and finally it caused the acceptance of an innovation.
Finally, based on the findings of this research and the opinions of the acceptor it has been found that when an entrepreneur is very attractive and simple. in the other word, does not have complicated methods and technologies, and be compatible, with the knowledge, skills and experience of the acceptors with a low cost for its commissioning, and as a result it is economically o profitable, So that it will be acceptance by the local community quickly Because profits can be achieved with minimal cost and it can provide a good market. But these characteristics alone are not effective at speeds of acceptance of innovation. But also the characteristics of the accept or determine the acceptance speed. Based on the research findings in people who have high achievement motivation, morale of modernism also was high So it is suggested for discovering and creating of an entrepreneurship and innovations in the rural community, Seminar sessions and participatory approach method should be used to explore the problems and potentials of the local community. Also the entrepreneurship should be adjusted with natural and human nature of the countryside, rural as a result of their creativity.
activities, facilities and local knowledge. So under such conditions the speed and entrepreneurial acceptance will be increased.