||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.