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

›› 2019 ›› Issue (01): 82-92.

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

徐姝¹, 夏凯¹, 蔡勇²

1. 湖南商学院工商管理学院, 湖南长沙 410205;
2. 贵州财经大学文法学院, 贵州贵阳 550025

收稿日期:2018-06-27 出版日期:2019-01-15 发布日期:2019-01-22
作者简介:徐姝(1974-),女,云南昆明人,湖南商学院教授,管理学博士,研究方向为物流与供应链管理;夏凯(1993-),女,湖南益阳人,湖南商学院企业管理专业硕士研究生,研究方向为物流与供应链管理;蔡勇(1975-),男,山东济宁人,贵州财经大学副教授,研究方向为质量管理与项目管理。
基金资助:
湖南省自然科学基金项目"供应链视角下中国食品安全整治的前瞻与精准规划研究"（项目编号：2015JJ2086）。

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

XU Shu¹, XIA Kai¹, CAI Yong²

1. School of Business Administration, Hunan University of Commerce, Changsha, Hunan 410205, China;
2. School of Humanities and Law, Guizhou University of Finance and Economics, Guiyang, Guizhou 550025, China

Received:2018-06-27 Online:2019-01-15 Published:2019-01-22

摘要/Abstract

摘要： 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。

关键词: 农产品可追溯体系, 技术接受模型, 结构方程模型, 消费者

Abstract: 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.

Key words: food traceability system, technology acceptance model, structural equation model, consumer

中图分类号:

F322

徐姝, 夏凯, 蔡勇. 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[J]. , 2019(01): 82-92.

XU Shu, XIA Kai, CAI Yong. Study on the Influential Factors of Consumer Acceptance for the food Traceability System-Based on an extended technology acceptance model perspective[J]. , 2019(01): 82-92.

参考文献

[1] Bechini A, Cimino M G C A, Marcelloni F, et al. Patterns and Technologies for Enabling Supply Chain Traceability Through Tollaborative E-business[J]. Information & Software Technology, 2008, 50(4):342-359.

[2] Golan E, Krissoff B, Kuchler F, et al. Traceability in the U.S. Food Supply:Economic Theory and Industry Studies[J]. Agricultural Economics Reports, 2004.

[3] Borit M, Olsen P. Evaluation Framework for Regulatory Requirements Related to Data Recording and Traceability Designed to Prevent Illegal, Unreported and Unregulated Fishing[J]. Marine Policy, 2012, 36(1):96-102.

[4] Gellynck X, Verbeke W. Consumer Perception of Traceability in the Meat Chain[J]. German Journal of Agricultural Economics, 2001, 50(6):368-374.

[5] Barling D, Sharpe R, Lang T. Traceability and Ethical Concerns in the UK Wheat-Bread Chain:From Food Safety to Provenance to Transparency.[J]. International Journal of Agricultural Sustainability, 2009, 7(4):261-278.

[6] Ortega Egea J M, Román González M V. Explaining Physicians' Acceptance of EHCR Systems:An Extension of TAM with trust and risk factors[M]. Elsevier Science Publishers B. V. 2011.

[7] Vanrijswijk W, Frewer L J, Menozzi D, et al. Consumer perceptions of traveability:A cross-national comparison of associated benefits[J]. Newcastle University, 2008.

[8] Rijswijk W V, Frewer L J, Menozzi D, et al. Consumer perceptions of traceability:A cross-national comparison of the associated benefits[J]. Food Quality & Preference, 2008, 19(5):452-464.

[9] Manzini R, Accorsi R. The new conceptual framework for food supply chain assessment[J]. Journal of Food Engineering, 2013, 115(2):251-263.

[10] Hobbs J E et al. Traceability in the Canadian Red Meat Sector:Do Consumers Care?[J]. Canadian Journal of Agricultural Economics/revue Canadienne Dagroeconomie, 2005, 53(1):47-65.

[11] Cornelisse-Vermaat et al. The information needs and labelling preferences of food allergic consumers:the views of stakeholders regarding information scenarios[J]. Trends in Food Science & Technology, 2008, 19(12):669-676.

[12] 陈雨生, 房瑞景, 尹世久,等. 超市参与食品安全追溯体系的意愿及其影响因素——基于有序Logistic模型的实证分析[J]. 中国农村经济, 2014(12):41-49.

[13] 吴林海, 吴治海. 食品可追溯体系快速实施的动态建模与政府决策[J]. 系统管理学报, 2015, 24(2):254-259.

[14] 周洁红, 张仕都. 蔬菜质量安全可追溯体系建设:基于供货商和相关管理部门的二维视角[J]. 农业经济问题, 2011(1):32-38.

[15] 何静, 马青. 食品供需网可追溯体系构建的博弈分析[J]. 中国农学通报, 2015, 31(14):114-118.

[16] 王芸, 吴秀敏, 赵智晶. 农户持续参与建立农产品可追溯体系的意愿及其影响因素——基于四川137个农户的调查分析[J]. 农村经济, 2012(9):36-39.

[17] 姜励卿. 政府行为对农户参与可追溯制度的意愿和行为影响研究——以蔬菜种植农户为例[J]. 农业经济, 2008(9):46-49.

[18] 吴林海, 王淑娴, Wuyang Hu. 消费者对可追溯食品属性的偏好和支付意愿:猪肉的案例[J]. 中国农村经济, 2014(8):58-75.

[19] 陈超, 姚常成. 消费者个人统计特征与可追溯肉鸡购买意愿的关系研究——以南京市为例[J]. 经济视角, 2013(7):1-2.

[20] 赵荣, 乔娟, 陈雨生. 消费者对可追溯性食品的购买行为研究——基于北京市海淀区消费者调查的分析[J]. 技术经济, 2009, 28(1):53-56.

[21] 张小栓, 张铁岩, 马常阳,等. 广东省消费者对食用农产品标识的认知及支付意愿[J]. 中国农业大学学报, 2015, 20(1):268-274.

[22] Venkatesh V, Thong J Y L, Xu X. Consumer Acceptance and Use of Information Technology:Extending the Unified Theory of Acceptance and Use of Technology[J]. Social Science Electronic Publishing, 2012, 36(1):157-178.

[23] Kim Y G, Woo E. Consumer acceptance of a quick response (QR) code for the food traceability system:Application of an extended technology acceptance model (TAM)[J]. Food Research International, 2016, 85:266-272.

[24] Davis F D. A technology acceptance model for empirically testing new end-user information systems:Theory and results[D]. Massachusetts Institute of Technology, 1986.

[25] Davis F D, Bagozzi R P, Warshaw P R. User Acceptance of Computer Technology:A Comparison of Two Theoretical Models[J]. Management Science, 1989, 35(8):982-1003.

[26] Moores T T. Towards an integrated model of IT acceptance in healthcare[J]. Decision Support Systems, 2012, 53(3):507-516.

[27] Chau P Y K, Hu J H. Information Technology Acceptance by Individual Professionals:A Model Comparison Approach[J]. Decision Sciences, 2001, 32(4):699-719.

[28] ShuFang Liu, LiShia Huang, YuHsiu Chiou. An integrated attitude model of self-service technologies:evidence from online stock trading systems brokers[J]. Service Industries Journal, 2012, 32(11):1823-1835.

[29] Rijswijk W V et al. Consumer perceptions of traceability:A cross-national comparison of the associated benefits[J]. Food Quality & Preference, 2008, 19(5):452-464.

[30] Cornelisse-Vermaat et al. The information needs and labelling preferences of food allergic consumers:the views of stakeholders regarding information scenarios[J]. Trends in Food Science & Technology, 2008, 19(12):669-676.

[31] Steptoe A et al. Development of a measure of motives underlying the selection of food[J]. Appetite, 1995, 25:267-284.

[32] Jayanti R K, Burns A C. The antecedents of preventive health care behavior:An empirical study[J]. Journal of the Academy of Marketing Science, 1998, 26(1):6-15.

[33] Kempen E L, Muller H, Symington E, et al. A study of the relationship between health awareness, lifestyle behaviour and food label usage in Gauteng[J]. South African Journal of Clinical Nutrition, 2012, 25(25):15-21.

[34] Michaelidou N, Hassan L M. Modeling the factors affecting rural consumers' purchase of organic and free-range produce:a case study of consumers' from the Island of Arran in Scotland, UK.[J]. Food Policy, 2010, 35(2):130-139.

[35] Pino G, Peluso A M, Guido G. Determinants of Regular and Occasional Consumers' Intentions to Buy Organic Food[J]. Journal of Consumer Affairs, 2012, 46(1):157-169.

[36] Venkatesh V. Where To Go From Here? Thoughts on Future Directions for Research on Individual-Level Technology Adoption with a Focus on Decision Making[J]. Decision Sciences, 2006, 37(4):497-518.

[37] Wu C S et al. User acceptance of wireless technology in organizations:A comparison of alternative models[J]. Computer Standards & Interfaces, 2011, 33(1):50-58.

[38] Wezemael L V, Verbeke W, Kügler J O, et al. European consumers and beef safety:perceptions, expectations and uncertainty reduction strategies.[J]. Food Control, 2010, 21(6):835-844.