消费者对农产品可追溯体系接受意愿的影响因素研究——基于扩展的技术接受模型视角

基于扩展的技术接受理论模型,运用结构方程模型,测度了消费者对农产品可追溯体系接受意愿的影响因素,并对理论模型进行了检验。实证结果表明,感知有用性是影响消费者对农产品可追溯体系接受态度的关键因子;感知障碍性是农产品可追溯体系发展的主要障碍;感知易用性和感知障碍性显著影响了消费者对农产品可追溯体系的接受态度以及使用意愿;健康意识对消费者对农产品可追溯体系的接受态度也具有显著的正向影响。

Study on the Influential Factors of Consumer Acceptance for the food Traceability System-Based on an extended technology acceptance model perspective

Based on the extended theoretical model of technology acceptance, this paper uses a structural equation model to quantitatively measure the influencing factors of consumers' willingness to accept traceability of agricultural products, and tests the hypothesis of the theoretical model. The empirical results show that perceived usefulness is the key factor influencing consumers' attitudes to the traceability system of agricultural products; perceived barriers are the main obstacles to the development of traceability systems for agricultural products; perceived ease of use and perceived barriers to the acceptance of traceability systems for agricultural products Both attitude and willingness to use have a significant impact; health awareness also has a significant positive effect on attitudes. Based on this, the countermeasures and suggestions for improving consumer acceptance are proposed.