对农民使用基于TAM-ECM模型的质量可追溯系统的动机的机制分析
Wang He1,2, Chunjie Qi1, Liang Ding3
1College of Economics and Management, Huazhong Agriculture University, Wuhan, 430070, China.
Scientific reports
|December 14, 2023
概括
了解用户行为是改善农产品质量可追溯系统的关键. 满意度和使用习惯直接推动持续使用,而降低交易成本可以提高感知价值和满意度.
科学领域:
- 农业经济学 农业经济学
- 信息系统信息系统信息系统
- 消费者行为 消费者行为
背景情况:
- 农产品质量可追溯系统在中国至关重要,但接受程度有限.
- 了解用户的持续使用行为对于系统推广和覆盖范围扩展至关重要.
研究的目的:
- 分析影响用户关于农产品质量可追溯系统的持续意图和行为的因素.
- 开发一个集成技术接受模型 (TAM) 和预期确认模型 (ECM) 的模型.
主要方法:
- 利用了对GanNan腹色质量可追溯系统的197名用户的调查,使用时间长达两年.
- 使用部分最小方程 (PLS) 分析来检查集成的TAM-ECM模型.
主要成果:
- 用户的满意度和使用习惯直接促进持续使用.
- 降低交易成本显著提高了感知价值和满意度.
- 预期确认对感知价值有积极的影响,而降低的交易成本也提高了感知价值.
结论:
- 感知价值,交易成本和满意度是持续使用农产品质量可追溯系统的关键驱动因素.
- 调查结果为政府倡议提供政策建议,以增加用户采用这些系统.
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