This study analyzed the selection factors for cultivation practices in paddy rice farming. For the study, conjoint model with part-worth utility was adopted, where model profiles included three attributes of yield, production cost, and cultivation difficulties and two levels for each attribute. The value of each level was set up with experimental data obtained from National Institute of Crop Science. Ninety three rice farmers, who joined Korea Rural Economic Institute as farmer correspondences, were surveyed through internet with the profiles selected by factorial design. Result showed that rice farmers considered cultivation difficulties as the most important selection factor to adopt new cultivation practices followed by production cost and yield in consecutive order. This results were robust in spite of past experiences with new practices, willingness to adopt new practices in the future, imitative nature and government interventions.
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