The mechanism analysis on the farmers’ motivation of using the quality traceability system based on TAM-ECM model

Abstract

The quality traceability system for agricultural product plays an important role in tracing the production history or flow of agricultural products in China. At present, the quality traceability system is facing the problem of limited coverage and promotion. Understanding the continuous usage behavior of users can help solve this problem. This study constructed a model integrating TAM-ECM to analyze the mechanisms affecting the continuous usage intention and behavior of users of the quality traceability system, using PLS analysis method and survey data from 197 users of the GanNan navel orange quality traceability system with a usage time of up to two years. The results show that both satisfaction and usage habits directly promote the continuous usage of the quality traceability system. Lowering transaction costs significantly improves perceived value and satisfaction, and has a greater direct impact on satisfaction. Expectation confirmation level has a positive effect on perceived value, and lowering transaction costs also enhances perceived value. Perceived value、transaction cost, and satisfaction are important factors driving the continuous usage of the quality traceability system by users. The research findings provide a reference basis for the government to develop policies to attract users to use the quality traceability system for agricultural product.