Consumer acceptance of an innovative Bio-QR code traceability system for edible bird’s nest
Edible Bird's Nest (EBN) is a high-value premium food with nutritional properties and health benefits. Due to the absence of food safety standards and its price, EBN consumers have been exposed to food fraud issues, causing health risks and economic loss. Therefore, this study is associated wit...
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| Format: | Article |
| Language: | English |
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Elsevier
2024-03-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2199853123002718 |
| _version_ | 1797217137583980544 |
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| author | Praparast Ausawanetmanee Jakkrit Thavorn Achara Chandrachai Worasak Klongthong Viwat Vchirawongwin Sanong Ekgasit |
| author_facet | Praparast Ausawanetmanee Jakkrit Thavorn Achara Chandrachai Worasak Klongthong Viwat Vchirawongwin Sanong Ekgasit |
| author_sort | Praparast Ausawanetmanee |
| collection | DOAJ |
| description | Edible Bird's Nest (EBN) is a high-value premium food with nutritional properties and health benefits. Due to the absence of food safety standards and its price, EBN consumers have been exposed to food fraud issues, causing health risks and economic loss. Therefore, this study is associated with an innovative EBN traceability system using Bio-QR code to safeguard against counterfeiting and to guarantee EBN authenticity. The primary aim of the study was to examine consumer acceptance of the proposed Bio-QR code traceability system for EBN and to elucidate factors related to consumer intention by integrating the Technology Acceptance Model (TAM) and its extensions with Diffusion of Innovation (DOI) theory. A conceptual framework was designed based on the findings, with variables across three dimensions: System Characteristics, Personal Characteristics, and Social Influence. Structural Equation Modeling (SEM) was applied to analyze responses from 447 purchases of premium food, and the study investigated the intention (IN) to accept the EBN traceability system. Findings indicate the following independent variables had a significant direct and indirect influence on IN: Attitude (AT) and Subjective Norms (SN) positively impact IN. Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) influence AT, while Job Relevance (JR) and Results Demonstrability (RD) influence PU, and Self-efficacy (SE) influences PEOU. Personal Innovativeness (PI) relates to both PU and PEOU in the model. The results demonstrate that with all the above factors to predict intention, consumers are assured to show intention to adopt the traceability system. |
| first_indexed | 2024-03-09T15:36:33Z |
| format | Article |
| id | doaj.art-eeca0f6f8500465ca5af05c0506e2ba3 |
| institution | Directory Open Access Journal |
| issn | 2199-8531 |
| language | English |
| last_indexed | 2024-04-24T11:57:05Z |
| publishDate | 2024-03-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Open Innovation: Technology, Market and Complexity |
| spelling | doaj.art-eeca0f6f8500465ca5af05c0506e2ba32024-04-09T04:12:45ZengElsevierJournal of Open Innovation: Technology, Market and Complexity2199-85312024-03-01101100169Consumer acceptance of an innovative Bio-QR code traceability system for edible bird’s nestPraparast Ausawanetmanee0Jakkrit Thavorn1Achara Chandrachai2Worasak Klongthong3Viwat Vchirawongwin4Sanong Ekgasit5Technopreneurship and Innovation Management Program, Graduate School, Chulalongkorn University, Bangkok, ThailandDepartment of Organization, Entrepreneurship and Human Resource Management, Thammasat Business School, Thammasat University, Bangkok, Thailand; Corresponding author.Department of Commerce, Chulalongkorn Business School, Chulalongkorn University, Bangkok, ThailandJBD Biotech Co., Ltd., Surat Thani, ThailandDepartment of Chemistry, Faculty of Science, Chulalongkorn University, Bangkok, ThailandDepartment of Chemistry, Faculty of Science, Chulalongkorn University, Bangkok, ThailandEdible Bird's Nest (EBN) is a high-value premium food with nutritional properties and health benefits. Due to the absence of food safety standards and its price, EBN consumers have been exposed to food fraud issues, causing health risks and economic loss. Therefore, this study is associated with an innovative EBN traceability system using Bio-QR code to safeguard against counterfeiting and to guarantee EBN authenticity. The primary aim of the study was to examine consumer acceptance of the proposed Bio-QR code traceability system for EBN and to elucidate factors related to consumer intention by integrating the Technology Acceptance Model (TAM) and its extensions with Diffusion of Innovation (DOI) theory. A conceptual framework was designed based on the findings, with variables across three dimensions: System Characteristics, Personal Characteristics, and Social Influence. Structural Equation Modeling (SEM) was applied to analyze responses from 447 purchases of premium food, and the study investigated the intention (IN) to accept the EBN traceability system. Findings indicate the following independent variables had a significant direct and indirect influence on IN: Attitude (AT) and Subjective Norms (SN) positively impact IN. Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) influence AT, while Job Relevance (JR) and Results Demonstrability (RD) influence PU, and Self-efficacy (SE) influences PEOU. Personal Innovativeness (PI) relates to both PU and PEOU in the model. The results demonstrate that with all the above factors to predict intention, consumers are assured to show intention to adopt the traceability system.http://www.sciencedirect.com/science/article/pii/S2199853123002718Technology acceptance model (TAM)Diffusion of innovation (DOI)Structural equation modeling (SEM)Edible Bird’s NestTraceability systemBio-QR code |
| spellingShingle | Praparast Ausawanetmanee Jakkrit Thavorn Achara Chandrachai Worasak Klongthong Viwat Vchirawongwin Sanong Ekgasit Consumer acceptance of an innovative Bio-QR code traceability system for edible bird’s nest Journal of Open Innovation: Technology, Market and Complexity Technology acceptance model (TAM) Diffusion of innovation (DOI) Structural equation modeling (SEM) Edible Bird’s Nest Traceability system Bio-QR code |
| title | Consumer acceptance of an innovative Bio-QR code traceability system for edible bird’s nest |
| title_full | Consumer acceptance of an innovative Bio-QR code traceability system for edible bird’s nest |
| title_fullStr | Consumer acceptance of an innovative Bio-QR code traceability system for edible bird’s nest |
| title_full_unstemmed | Consumer acceptance of an innovative Bio-QR code traceability system for edible bird’s nest |
| title_short | Consumer acceptance of an innovative Bio-QR code traceability system for edible bird’s nest |
| title_sort | consumer acceptance of an innovative bio qr code traceability system for edible bird s nest |
| topic | Technology acceptance model (TAM) Diffusion of innovation (DOI) Structural equation modeling (SEM) Edible Bird’s Nest Traceability system Bio-QR code |
| url | http://www.sciencedirect.com/science/article/pii/S2199853123002718 |
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