贵州财经大学学报

›› 2019 ›› Issue (01): 82-92.

• 绿色发展论坛 • 上一篇    下一篇

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. 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. 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

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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

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