He Wang, Qi Chunjie, Ding Liang
College of Economics and Management, Huazhong Agriculture University, Wuhan, 430070, China.
School of International Trade and Economics, Jiangxi University of Finance and Economics, Nanchang, 330013, China.
Sci Rep. 2023 Dec 14;13(1):22283. doi: 10.1038/s41598-023-49795-7.
The quality traceability system for agricultural product plays an important role in tracing the production history or flow of agricultural products in China. At present, the quality traceability system is facing the problem of limited coverage and promotion. Understanding the continuous usage behavior of users can help solve this problem. This study constructed a model integrating TAM-ECM to analyze the mechanisms affecting the continuous usage intention and behavior of users of the quality traceability system, using PLS analysis method and survey data from 197 users of the GanNan navel orange quality traceability system with a usage time of up to two years. The results show that both satisfaction and usage habits directly promote the continuous usage of the quality traceability system. Lowering transaction costs significantly improves perceived value and satisfaction, and has a greater direct impact on satisfaction. Expectation confirmation level has a positive effect on perceived value, and lowering transaction costs also enhances perceived value. Perceived value、transaction cost, and satisfaction are important factors driving the continuous usage of the quality traceability system by users. The research findings provide a reference basis for the government to develop policies to attract users to use the quality traceability system for agricultural product.
农产品质量追溯体系在中国农产品生产历史或流向追溯方面发挥着重要作用。目前，质量追溯体系面临覆盖范围有限和推广困难的问题。了解用户的持续使用行为有助于解决这一问题。本研究构建了一个整合技术接受模型（TAM）和期望确认模型（ECM）的模型，以分析影响质量追溯体系用户持续使用意愿和行为的机制，采用偏最小二乘法（PLS）分析方法，并使用了来自197位赣南脐橙质量追溯体系用户的调查数据，这些用户的使用时间长达两年。结果表明，满意度和使用习惯都直接促进了质量追溯体系的持续使用。降低交易成本显著提高了感知价值和满意度，并且对满意度有更大的直接影响。期望确认水平对感知价值有积极影响，降低交易成本也能提高感知价值。感知价值、交易成本和满意度是推动用户持续使用质量追溯体系的重要因素。研究结果为政府制定吸引用户使用农产品质量追溯体系的政策提供了参考依据。
