Analysis of Consumers Intention to Use the Traceability Platform of Agricultural Products and Its Influencing Factors
【Objective】To study the factors affecting consumers' intention to use the digital traceability platform for agricultural products quality and safety, boost the promotion and application of digital traceability platform for agricultural products, further improve the quality and safety level of C...
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| Format: | Article |
| Language: | English |
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Guangdong Academy of Agricultural Sciences
2022-04-01
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| Series: | Guangdong nongye kexue |
| Subjects: | |
| Online Access: | http://gdnykx.cnjournals.org/gdnykx/ch/reader/view_abstract.aspx?file_no=202204019 |
| _version_ | 1797802598251626496 |
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| author | Xuefan LIU Xiaowei WEN Ying ZHU Yiqin WANG |
| author_facet | Xuefan LIU Xiaowei WEN Ying ZHU Yiqin WANG |
| author_sort | Xuefan LIU |
| collection | DOAJ |
| description | 【Objective】To study the factors affecting consumers' intention to use the digital traceability platform for agricultural products quality and safety, boost the promotion and application of digital traceability platform for agricultural products, further improve the quality and safety level of China's agricultural products and realize high-quality development of agricultural products in China.【Method】A total of 291 valid questionnaires were collected through the online questionnaire distribution platform. And the research model of knowledge, perceived usefulness, attitude and use intention of digital traceability platform was constructed. Based on the technology acceptance model, the factors affecting consumers' intention to use the digital traceability platform for agricultural products quality and safety was studied.【Result】The empirical results show that perceived usefulness has a significant positive impact on attitude (H1: β=0.345, P < 0.001) and intention to use (H2: β=0.164, P < 0.001), attitude has a significant positive impact on intention to use (H3: β=0.161, P < 0.01), knowledge has a significant positive impact on perceived usefulness(H4: β=0.676, P < 0.001) and attitude (H5: β=0.394, P < 0.001), but knowledge does not have a direct impact on intention to use (H6: β=0.060, P=0.323). Through the test of intermediary effect, it is found that knowledge has a significant indirect influence on the intention of use through perceived usefulness (β=0.111, P < 0.051, CI: 0.025-0.236) and attitude (β=0.363, P < 0.05, CI: 0.000-0.116). In addition, knowledge indirectly affects the intention of use through perceived usefulness and attitude (β=0.038, P < 0.05, CI: 0.000-0.107).【Conclusion】when promoting the digital traceability platform, we should pay attention to conveying relevant knowledge and information of the digital traceability platform to consumers, guide consumers to form useful knowledge of the digital traceability platform, and cultivate their positive attitude towards the digital traceability platform. |
| first_indexed | 2024-03-13T05:08:04Z |
| format | Article |
| id | doaj.art-8b0e9b19cb3b46e0a28605aff8215672 |
| institution | Directory Open Access Journal |
| issn | 1004-874X |
| language | English |
| last_indexed | 2024-03-13T05:08:04Z |
| publishDate | 2022-04-01 |
| publisher | Guangdong Academy of Agricultural Sciences |
| record_format | Article |
| series | Guangdong nongye kexue |
| spelling | doaj.art-8b0e9b19cb3b46e0a28605aff82156722023-06-16T06:41:58ZengGuangdong Academy of Agricultural SciencesGuangdong nongye kexue1004-874X2022-04-0149416417210.16768/j.issn.1004-874X.2022.04.019202204019Analysis of Consumers Intention to Use the Traceability Platform of Agricultural Products and Its Influencing FactorsXuefan LIU0Xiaowei WEN1Ying ZHU2Yiqin WANG3College of Economics and Management, South China Agricultural University, Guangzhou 510642, ChinaCollege of Economics and Management, South China Agricultural University, Guangzhou 510642, ChinaCollege of Economics and Management, South China Agricultural University, Guangzhou 510642, ChinaCollege of Economics and Management, South China Agricultural University, Guangzhou 510642, China【Objective】To study the factors affecting consumers' intention to use the digital traceability platform for agricultural products quality and safety, boost the promotion and application of digital traceability platform for agricultural products, further improve the quality and safety level of China's agricultural products and realize high-quality development of agricultural products in China.【Method】A total of 291 valid questionnaires were collected through the online questionnaire distribution platform. And the research model of knowledge, perceived usefulness, attitude and use intention of digital traceability platform was constructed. Based on the technology acceptance model, the factors affecting consumers' intention to use the digital traceability platform for agricultural products quality and safety was studied.【Result】The empirical results show that perceived usefulness has a significant positive impact on attitude (H1: β=0.345, P < 0.001) and intention to use (H2: β=0.164, P < 0.001), attitude has a significant positive impact on intention to use (H3: β=0.161, P < 0.01), knowledge has a significant positive impact on perceived usefulness(H4: β=0.676, P < 0.001) and attitude (H5: β=0.394, P < 0.001), but knowledge does not have a direct impact on intention to use (H6: β=0.060, P=0.323). Through the test of intermediary effect, it is found that knowledge has a significant indirect influence on the intention of use through perceived usefulness (β=0.111, P < 0.051, CI: 0.025-0.236) and attitude (β=0.363, P < 0.05, CI: 0.000-0.116). In addition, knowledge indirectly affects the intention of use through perceived usefulness and attitude (β=0.038, P < 0.05, CI: 0.000-0.107).【Conclusion】when promoting the digital traceability platform, we should pay attention to conveying relevant knowledge and information of the digital traceability platform to consumers, guide consumers to form useful knowledge of the digital traceability platform, and cultivate their positive attitude towards the digital traceability platform.http://gdnykx.cnjournals.org/gdnykx/ch/reader/view_abstract.aspx?file_no=202204019technology acceptance modeldigital traceability platformknowledgeperceived usefulnessattitudeintention to use |
| spellingShingle | Xuefan LIU Xiaowei WEN Ying ZHU Yiqin WANG Analysis of Consumers Intention to Use the Traceability Platform of Agricultural Products and Its Influencing Factors Guangdong nongye kexue technology acceptance model digital traceability platform knowledge perceived usefulness attitude intention to use |
| title | Analysis of Consumers Intention to Use the Traceability Platform of Agricultural Products and Its Influencing Factors |
| title_full | Analysis of Consumers Intention to Use the Traceability Platform of Agricultural Products and Its Influencing Factors |
| title_fullStr | Analysis of Consumers Intention to Use the Traceability Platform of Agricultural Products and Its Influencing Factors |
| title_full_unstemmed | Analysis of Consumers Intention to Use the Traceability Platform of Agricultural Products and Its Influencing Factors |
| title_short | Analysis of Consumers Intention to Use the Traceability Platform of Agricultural Products and Its Influencing Factors |
| title_sort | analysis of consumers intention to use the traceability platform of agricultural products and its influencing factors |
| topic | technology acceptance model digital traceability platform knowledge perceived usefulness attitude intention to use |
| url | http://gdnykx.cnjournals.org/gdnykx/ch/reader/view_abstract.aspx?file_no=202204019 |
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