Exploring User's Acceptance Behavior on Food Traceability Services Usage by UTAUT Model

• Main Authors: Bor-Ruey Liang, 梁栢瑞
• Other Authors: Chun-Te Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/32312299084107511889

碩士 === 華梵大學 === 資訊管理學系碩士班 === 96 === Food traceability services can promptly verify the food identification. With this aquaculture production and sales traceability system, we can recognize the food sources, production and the sales process clearly. This technology is supposed to be an effective way in order to prevent the fake action. However we have many products with different identification data. This research is based on user intention in using this food traceability services to investigate which factors will influence the user intention in order to execute the food traceability services. This research carries on quantization statistical analysis with the paper and on-line questionnaire investigations. The research is based on the unified theory of acceptance and use of technology (UTAUT) model to predict and explain the consumer’s behavioral and the intention of technology acceptance. Based on the relevant literature, it was explained the intention of consumer is affected by the 12 literary compositions. The final result demonstrates that the “useful” , “adoptable” , “the personalized service” , “the security of information transaction” , “convenience”, “the reliability of source”, “ products inquiry comparison”, “ the integrality of information”,“ identification authentication”, “ consumers’ group”,“ the additional cost” and “use attitude” have indirect and apparent influence on the attitude and intention of the consumer. After revising the model and the result of questionnaire analysis, these 12 literary composition surface influences the consumer’s intention to use food traceability services. This research points out that the most important reasons for the users to adopt the technical service are the accessibility and serviceability of the technical service. The study suggests that the higher speed of downloading and transmitting the system manufacturer can provide the more the users would use food traceability services. Furthermore, low selling prices, user friendly and high quality will definitely help the more high possible interest of users. This research result is able to be the reference for the future researchers, government and other related aquaculture proprietors in order to improve and promote the food traceability services in the future.