| 【Objective】To study the factors affecting consumers’ intention to use the digital traceability
platform for agricultural products quality and safety, boost the promotion and application of digital traceability platform
for agricultural products, further improve the quality and safety level of China’s agricultural products and realize highquality development of agricultural products in China.【Method】A total of 291 valid questionnaires were collected
through the online questionnaire distribution platform. And the research model of knowledge, perceived usefulness,
attitude and use intention of digital traceability platform was constructed. Based on the technology acceptance model, the
factors affecting consumers’ intention to use the digital traceability platform for agricultural products quality and safety
was studied.【Result】The empirical results show that perceived usefulness has a significant positive impact on attitude (H1: β=0.345, P<0.001) and intention to use (H2: β=0.164, P<0.001), attitude has a significant positive impact on intention to use
(H3: β=0.161, P<0.01), knowledge has a significant positive impact on perceived usefulness(H4: β=0.676, P<0.001) and attitude
(H5: β=0.394, P<0.001), but knowledge does not have a direct impact on intention to use (H6: β=0.060, P=0.323). Through
the test of intermediary effect, it is found that knowledge has a significant indirect influence on the intention of use through
perceived usefulness (β=0.111, P<0.051, CI: 0.025-0.236) and attitude (β=0.363, P<0.05，CI: 0.000-0.116). In addition,
knowledge indirectly affects the intention of use through perceived usefulness and attitude (β=0.038, P<0.05, CI: 0.000-0.107).
【Conclusion】when promoting the digital traceability platform, we should pay attention to conveying relevant knowledge and
information of the digital traceability platform to consumers, guide consumers to form useful knowledge of the digital traceability
platform, and cultivate their positive attitude towards the digital traceability platform. |
