Consumer acceptance of an innovative Bio-QR code traceability system for edible bird’s nest

Abstract

Edible Bird's Nest (EBN) is a high-value premium food with nutritional properties and health benefits. Due to the absence of food safety standards and its price, EBN consumers have been exposed to food fraud issues, causing health risks and economic loss. Therefore, this study is associated with an innovative EBN traceability system using Bio-QR code to safeguard against counterfeiting and to guarantee EBN authenticity. The primary aim of the study was to examine consumer acceptance of the proposed Bio-QR code traceability system for EBN and to elucidate factors related to consumer intention by integrating the Technology Acceptance Model (TAM) and its extensions with Diffusion of Innovation (DOI) theory. A conceptual framework was designed based on the findings, with variables across three dimensions: System Characteristics, Personal Characteristics, and Social Influence. Structural Equation Modeling (SEM) was applied to analyze responses from 447 purchases of premium food, and the study investigated the intention (IN) to accept the EBN traceability system. Findings indicate the following independent variables had a significant direct and indirect influence on IN: Attitude (AT) and Subjective Norms (SN) positively impact IN. Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) influence AT, while Job Relevance (JR) and Results Demonstrability (RD) influence PU, and Self-efficacy (SE) influences PEOU. Personal Innovativeness (PI) relates to both PU and PEOU in the model. The results demonstrate that with all the above factors to predict intention, consumers are assured to show intention to adopt the traceability system.

Keywords

• Technology acceptance model (TAM)
• Diffusion of innovation (DOI)
• Structural equation modeling (SEM)
• Edible Bird’s Nest
• Traceability system
• Bio-QR code