농업경제연구

Korean Agricultural Economics Association

제목 농산물 이력추적 시스템의 생산자 지속적 사용의도에 관한 연구
저자 정미리, 최영찬, 문정훈, 이철희
발행정보 48권 4호 (2007년 12월) 페이지 133~160
키워드
초록 The main goal of this study is to identify factors affecting producers' continuing use of the food traceability system. To demonstrate producers' adopting behavior and expectation of the system, this study proposes Extended Expectation Confirmation Theory which incorporates Technology Acceptance Theory into Expectation Confirmation Theory(ETC). We investigate the causal relationship among factors; confirmation, perceived usefulness, perceived ease of use, profitability, user satisfaction and continuance intention to use the food traceability system. Data is collected from survey of 100 producers who adopted Food Traceability System, and fitted into Extended ETC model. The results show that satisfaction is a major determinant for continuance intention. While SAT significantly influences continuance intention, perceived usefulness and perceived ease of use do not. In addition, perceived ease of use, perceived usefulness and profitability turn out to significantly and directly influence satisfaction. Perceived ease of use, perceived usefulness and profitability are influenced by expectation confirmation. These results provide useful implicatios for government and producres to design and manage the Food Traceability System and to develop marketing strategies.
논문파일 농업경제연구-2007(48권제4호)-07.pdf