基于技术接受模型的食品区块链溯源系统消费者使用意愿研究

Consumers’ adoption intention of food blockchain traceability system based on the technology acceptance model

立足消费者视角,构建拓展的技术接受模型,针对泉州市商超消费者群体进行问卷调查,运用结构方程模型方法,探析食品区块链溯源系统消费者使用意愿的影响因素。结果发现,技术接受模型能有效预测消费者使用态度与意愿,“感知安全与隐私”“技术信任”二项拓展变量,是影响消费者使用态度的重要因素。

Based on the consumer perspective,this paper constructs an extended technology acceptance model,conducts a questionnaire survey on the consumer group in supermarkets in Quanzhou City,and uses the structural equation model method to explore the factors affecting consumers' adoption intention of food blockchain traceability system.The results show that the technology acceptance model can effectively predict consumers' adoption attitude and intention.The two extended variables,“perceived security and privacy” and “technology trust,” are important factors affecting consumers' adoption attitude.