지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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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 implications for government and producers to design and manage the Food Traceability System and to develop marketing strategies.
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