| 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.
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