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  

Research on consumers’willingness to use traditional Chinese medicine traceability system based on technology acceptance model

作　　者：刘晓静 段保华 李维宇 孙艳玲 LIU Xiaojing;DUAN Baohua;LI Weiyu;SUN Yanling(Faculty of Humanities and Management of Yunnan University of Chinese Medicine,Yunnan Province,Kunming 650500,China)

机构地区：[1]云南中医药大学人文与管理学院,云南昆明650500

出　　处：《中国医药导报》2022年第11期30-33,共4页China Medical Herald

基　　金：云南省社科规划科普项目(SKPJ202069);云南省教育厅科学研究基金项目(2020J0307、2021J0427)。

摘　　要：目的分析消费者对中药材可追溯体系的使用意愿及影响因素。方法建立消费者对中药材可追溯体系使用意愿概念模型,采用分层整群随机抽样对符合条件的消费者进行调查,运用结构方程模型进行因子分析。结果消费者健康意识、中药材安全意识、感知有用性、感知易用性显著影响中药材可追溯体系的使用态度;使用态度正向显著影响中药材可追溯体系的使用意愿。Pearson相关分析结果显示,感知有用性与感知易用性呈正相关(r=0.271,P<0.01),与使用态度呈正相关(r=0.129,P<0.05);感知易用性与健康意识呈正相关(r=0.142,P<0.01),健康意识与中药材安全意识呈正相关(r=0.142,P<0.01);中药材安全意识与使用态度呈正相关(r=0.122,P<0.05),使用态度与使用意愿呈正相关(r=0.301,P<0.01)。结论观念赋能,提高消费者对可追溯中药材产品属性的认知;技术赋能,优化溯源信息的体验感与价值感;体制机制赋能,提升可追溯体系公信力与影响力。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.

关 键 词：技术接受模型 中药材 可追溯体系 使用意愿 

分 类 号：R28[医药卫生—中药学]