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URN etd-1111113-095824
Author Jai-Tsung Hong
Author's Email Address enlitechaos@gmail.com
Statistics This thesis had been viewed 5380 times. Download 2426 times.
Department Business Management
Year 2013
Semester 1
Degree Ph.D.
Type of Document
Language zh-TW.Big5 Chinese
Title An Empirical Study on Consumers' Acceptance Model for Taiwan Agriculture and Food Traceability System
Date of Defense 2014-01-07
Page Count 111
Keyword
  • Technology Acceptance Model
  • Agricultural and Food traceability
  • Mediator
  • Structural Equation Model
  • Consumers’ Acceptance Model for Taiwan Agricultural and Food traceability System
  • Abstract Recent foodborne illnesses have raised the food safety concern and enforced many countries implement traceability to control food-related risk and regain consumers’ confidence. To assure food safety, Taiwan Agricultural and Food Traceability System (TAFTS) had been executeded since 2004. However, few attempts have been made to understand the determinants of consumers’ TAFTS acceptance.
     In this study, focus group interviews with three experts were conducted and reported. Also, this study expanded Technology Acceptance Model (TAM) by adding Food Safety Concern (FSC), Health Consciousness (HC), Mobile Anxiety (MA), Social Influence (SI) and Perceived Limitation (PL), to construct a “Consumers’ Acceptance Model for Taiwan Agricultural and Food Traceability System, CAMTAFTS.” Previous model was examined, compared with four alternative models, and discussed, empirically via SEM with 380 consumers. Also, the mediation effect of attitude toward TAFTS (ATT), which influencing the relations between beliefs and Intion to use TAFTS (ITU), was examimned.
     Findings indicated that FSC, HC, PU and PEOU have significant influence on ATT, and PU is the key predictor of ATT. Moreover, four alternative models were set up to compare with CAMTAFTS on Model Fit Index (MFI) and percentage of ATT and ITU’s variance explained. Additionally, PU and PL siginicantly influences ITU positively, but PL has negative effect on ITU; ATT partially mediated PU-ITU and PEOU-ITU, but fully mediated relationship of FSC-ITU.Finally, after analyzing and discusing those findings, some suggestions for government agencies to promote TAFTS, and directions for future research were proposed at the end of this article.
    Advisory Committee
  • Iuan-Yuan Lu - chair
  • Shang-Pao Yeh - co-chair
  • Hsien-Tang Tsai - co-chair
  • Tsuang -Yi Kuo - co-chair
  • Leo Huang - co-chair
  • Hsien-Tang Tsai - advisor
  • Files
  • etd-1111113-095824.pdf
  • indicate access worldwide
    Date of Submission 2014-01-16

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