The Study on User's Continuance Intention of Traceability System between Agricultural and Marine Products

식품 유형간 이력추적시스템의 지속사용의도에 미치는 영향에 관한 연구

Purpose - Over recent years, we have concerned about safety and quality on food products because of delivery complexity. The dependence of foreign food products escalate supply of products. And there are often negligent accident of marine and agricultural products. Therefore, the complexity increases the importance of safety on food and information quality for consumers. In spite of the interest augmentation of various interested parties, there is decrease in reliability and effectiveness, if it would be established without the right directivity. For the study, we tried to examine the first considerations the point of - view in service environment and information quality with accepting and diffusing the Traceability System. Then, we tried to verify the relationships between the factors of TS and the determinants of behavior decision. Next, we made efforts to find the mutual relationship among distributors, producers, consumers and the other prerequisite factors from the point of view in service environment and information quality in order to operate effectively the information perspective and system. Research design, data, and methodology - For the purpose of this study, the samples of consumers were targeted to Traceability System, and 661 people have been investigated. Through theoretical discussion of previous research, nine hypotheses were established, the influence of Continuous User Intention in TS. In order to test the hypotheses, a survey had conducted for 661 consumers as opinion leaders in their 20s-60s as data, and structural equation modeling was used. The difference analysis between Agricultural and Marine Products in TS; SPSS 22.0 and AMOS 22.0 were used for statistical analysis. Results - The major findings from this study were as follow; all factors of information quality excluding completeness and a social-impact had effects on the ease of use; all factors excluding understand ability in information quality and a social-impact had effects on the usefulness; completeness and social-impact had effects on perceived value; the ease of use had effects on usefulness and perceived value; usefulness had effects on perceived value and the intention of continuous use. From the results of different analysis, the CPLT(Completeness) factor has positive effects on Easy of USE and PV(Perceived Value) strongly in agricultural products. On the other hand, Social Duty has positive effects on Easy of Use strongly in marine products. Conclusion - In the age of information overflowing, TS will be a burden for users if it places too much emphasis upon accessibility. To accept and diffuse TS safely, therefore, Information System should be settled first into initial market formation. In addition, if TS elements are considered in conjunction with information factors and user environment, the acceptance and diffusion of TS would make synergy effect, even better. That is, this study contributes to the acceptance and diffusion of Traceability System. Accordingly, information quality will be settled into initial market formation. Also, social-impact element will be considered in conjunction with information quality's factors, and it will make synergy effect.