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消费者对农产品产销履历接受度模型之研究

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【中文摘要】:近年来因食品问题造成的危害 (如毒澱粉、三鹿牛奶)使得消费者越来越关注食品安全议题,进而驱使各国使用产销履历以降低不良食品造成的伤害与重新获取消费者的信心;我国政府为确保食品安全于2004年起推动台湾农产品产销履历(Taiwan Agricultural and Food Traceability system, TAFTS)。虽然农产品产销履历被视为管理食品安全的利器,但就研究所知,关注消费者对农产品产销履历接受度的研究并不多。
本研究透过文献探讨与三位专家进行焦点访谈,科技接受模式 (TAM)为基础,在感知到有用度(PU)与感知到易用度 (PEOU)基本构面外,加入食品安全意识 (FSC)、健康意识 (HC)、感知到障碍 (PL)、对手机的焦虑 (MA)及社会影响(SI)共七个构面,以结构方程式实证380位参与者对农产品产销履历接受度的影响,并建构「消费者对农产品产销履历接受度模型」;另建构出四个消费者对农产品产销履历接受度的

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替代模型,与本研究所提出的理论模型进行比较,并对对农产品产销履历态度中介信念 (beliefs)对农产品产销履历使用意图 (ITU)的效果进行检测。
研究发现食品安全意识、健康意识、感知到有用度与感知到易用度对使用履历态度具正向显着影响;态度、感知到有用度及感知到易用度对履历使用意图 (ITU)具正向显着影响,感知到障碍对使用意图具显着负向影响。且亦实证出「消费者对农产品产销履历接受度模型」,相较于四个替代模型而言,具有较佳的模型配适度及使用意图的变异解释度。而态度部分中介PU与ITU和PEOU与ITU的关係;态度则完全中介FSC与ITU的关係。最后,依据研究结果对政府施政提出具体建议,并为未来研究提供方向与建议。
【英文摘要】:Recent foodborne illnesses have raised the food safety concern and enforced many countries implement traceability to control food-related risk and regain consumers’ confidence. To assure food safety, Taiwan Agricultural and Food Traceability System (TAFTS) had been executeded since 2004. However, few attempts have been made to understand the determinants of consumers’ TAFTS acceptance.
In this study, focus group interviews with three experts were conducted and reported. Also, this study expanded Technology Acceptance Model (TAM) by adding Food Safety Concern (FSC), Health Consciousness (HC), Mobile Anxiety (MA), Social Influence (SI) and Perceived Limitation (PL), to construct a “Consumers’ Acceptance Model for Taiwan Agricultural and Food Traceability System, CAMTAFTS.” Previous model was examined, compared with four alternative models, and discussed, empirically via SEM with 380 consumers. Also, the mediation effect of attitude toward TAFTS (ATT), which influencing the relations between beliefs and Intion to use TAFTS (ITU), was examimned.
Findings indicated that FSC, HC, PU and PEOU have significant influence on ATT, and PU is the key predictor of ATT. Moreover, four alternative models were set up to compare with CAMTAFTS on Model Fit Index (MFI) and percentage of ATT and ITU’s variance explained. Additionally, PU and PL siginica

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ntly influences ITU positively, but PL has negative effect on ITU; ATT partially mediated PU-ITU and PEOU-ITU, but fully mediated relationship of FSC-ITU.Finally, after analyzing and discusing those findings, some suggestions for government agencies to promote TAFTS, and directions for future research were proposed at the end of this article.
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  • 来源:中山大学;作者:洪嘉聪
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