消费者是肉类蔬菜流通追溯体系(MVDTS)的终端使用者,探讨消费者对MVDTS的使用意愿及其影响因素,有助于提出推广与普及MVDTS的建议。本文基于技术接受模型,分析了消费者主观规范、感知信任、感知有用性、感知易用性、使用态度与使用意愿之间的结构关系,构建了消费者对MVDTS使用意愿形成机制的结构模型,依据对江苏省无锡市406个消费者的调查,运用结构方程模型实证研究了消费者对MVDTS的使用意愿的影响因素。研究发现,主观规范显著正向影响消费者的感知易用性与感知有用性,感知信任显著正向影响感知有用性,感知易用性与感知有用性显著正向影响使用态度,使用态度显著正向影响消费者对MVDTS的使用意愿,由此为政府推广与普及MVDTS提出了相关建议。
<<Consumers are the end users of the Meat Vegetable Circulation Traceability System(MVDTS).Exploring factors influencing consumers' intention to use MVDTS will helpful to put forward practical suggestions to promote the popularization of MVDTS in China.Based on technology acceptance model,this paper analyzes the relationship between consumers' subjective norms,perceived trust,perceived usefulness(PU),perceived ease of use(PEOU),attitude towards using and their intention to useof MVDTS,and constructs consumers' intention to use MVDTS.Based on the survey data of 406 consumers in Wuxi,Jiangsu,the structural equation model was used to study the influencing factors of consumers' intention to use MVDTS.The results show that subjective norms has significant positive impacts on consumers'PEOU and PU,perceived trust significantly affects PU,PEOU and PU significantly positively affects attitude towards using,and attitude towards using has a significant positive impact on consumers'intention to use of MVDTS.On this basis,the relevant recommendations for promoting and popularizing MVDTS are put forward.
<<Keywords: | ConsumersStructural Equation ModelIntention To UseMeat and Vegetable Distribution and Traceability System(MVDTS)Technology Acceptance Mode |