基于技术接受模型的消费者对中药材可追溯体系使用意愿研究

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Abstract Objective To analyze consumers’ willingness to use traditional Chinese medicine traceability system and its influencing factors. Methods A conceptual model of consumers’ willingness to use traditional Chinese medicine traceability system was established, stratified cluster random sampling was used to investigate eligible consumers, and structural equation model was used for factor analysis. Results The use attitude of traditional Chinese medicine traceability system significantly was affected by consumers’ health awareness, safety awareness of Chinese herbal medicine, perceived usefulness and perceived ease of use. The willingness to use of traditional Chinese medicine traceability system was positively affected by attitude to use. Pearson correlation analysis showed that perceived usefulness was positively correlated with perceived ease of use (r = 0.271, P ＜ 0.01), and positively correlated with attitude of use (r = 0.129, P ＜ 0.05). Perceived ease of use was positively correlated with health awareness (r = 0.142, P ＜ 0.01), and health awareness was positively correlated with safety awareness of traditional Chinese medicine (r = 0.142, P ＜ 0.01). There was a positive correlation between safety awareness and use attitude (r = 0.122, P ＜ 0.05), and a positive correlation between use attitude and use willingness (r = 0.301, P ＜ 0.01). Conclusion Concept empowerment to improve consumers’ cognition of traceable traditional Chinese medicine product attributes; technology empowerment to optimize the sense of experience and value of traceability information; the system and mechanism can enhance the credibility and influence of the traceability system.

Key words： Technology acceptance model Chinese herbal medicine Traceability system Use willingness

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	LIU Xiaojing DUAN Baohua LI Weiyu SUN Yanling

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LIU Xiaojing DUAN Baohua LI Weiyu SUN Yanling. Research on consumers’ willingness to use traditional Chinese medicine traceability system based on technology acceptance model#br#[J]. 中国医药导报, 2022, 19(11): 30-33.

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https://www.yiyaodaobao.com.cn/EN/ OR https://www.yiyaodaobao.com.cn/EN/Y2022/V19/I11/30

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