臺灣農產品生產追溯系統使用意願分析

國內外食品安全事件層出不窮，可追溯性安全農業成為國際農業發展的趨勢，社會大眾關注的議題。為使我國安全農業與國際接軌，確保消費者之健康與安全，臺灣推動與建置「農產品生產追溯系統」，鼓勵生產者主動揭露生產資訊，結合二維條碼QR-Code，提供消費者追溯產品來源。本研究從該系統生產者資料庫抽樣，透過網路問卷收集271份有效樣本，進行敘述性統計及線性迴歸分析，以了解環境因素、知覺有用、知覺易用及知覺成本對生產者使用意願的影響。實證結果發現仍有11.8%已取得生產追溯條碼從未使用。有75%受訪者認為獎勵補助相關資材政策及消費者對食品衛生安全的重視等環境因素，影響他們的使用態度。有半數以上受訪者認為無法負擔使用生產追溯系統所衍生的時間、人力及材料成本；有62.5%受訪者認為系統介面是否清楚容易學習，將影響他們的使用意願。線性迴歸分析結果發現，生產者使用意願與知覺有用性、知覺成本具統計上的顯著關聯。他們期待標章整合、落實制度核心價值、簡化資料變更及上傳程序與加強系統功能宣導。本研究建議系統管理團隊應重視生產者未使用的原因及知覺使用成本，並且落實制度管理，以提升系統功能與易用性，並給予持續使用系統之生產者，所需相關資材的妥適獎勵或補助。

關鍵字

農產品；生產追溯系統； QR-Code ；使用意願

並列摘要

A traceable and safety agriculture has become a global trend of international agriculture development and the issue of public concerns because of arising food safety problems both at home and abroad. For the sake of developing safety agriculture which meets the global standard and ensuring the well-being of consumers, Taiwan has promoted and established “the Agriculture Products Production Traceability System” to encourage producers to disclose the production information spontaneously, and to integrate the QR-Code for consumers to trace back the origins of the agriculture products. In order to understand the effects of environmental factors, perceived usefulness, perceived ease of use, and perceived cost on producer’s intention to use of the Agriculture Products Production Traceability System, this research collects 271 valid samples through online survey from the System’s producer data base, and analyzes them by means of applying the descriptive statistics and linear regression. The empirical evidences show that 11.8% of all the producers who have acquired the system have never used it. 75% of the respondents consider that environment factors such as policies about subsidies and rewards, and the consumer concerns about food hygiene and safety would influence their attitudes of use. More than half of the respondents think that they couldn’t afford cost of the system; 62.5% of the respondent consider that whether the system’s interface is clear and easy to learn or not would influence their intension to use. The results by means of a regression analysis show that producer’s intension to use is significantly correlated with the perceived usefulness and perceived cost. In addition, they expect the government to integrate all kinds of food certification marks, to implement core values of the policies, to simplify the procedure of changing and uploading data, and to enhance the propaganda of system functions. We suggest that the system management team should focus on the issues that the producers do not use the system and the perceived cost of use. Furthermore, the team should implement system management in order to improve the system function and ease of use, and give some related materials or subsidies to the producers who keep on using the system as an appropriate reward.