Consumer acceptance of a quick response (QR) code for the food traceability system: Application of an extended technology acceptance model (TAM)

• This study is to apply the TAM using the addition of perceived information to individuals’ behavioral intention to use.
• This study is to compare the explanatory power of the original TAM model with the expanded TAM.
• Food involvement plays a significant moderating function in between perceived information and perceived usefulness.

The objectives of this study are to apply the TAM using the addition of perceived information to individuals' behavioral intention to use the QR code for the food traceability system; and to determine the moderating effects of food involvement on the relationship between perceived information and perceived usefulness. Results from a survey of 420 respondents are analyzed using structural equation modeling. The study findings reveal that the extended TAM has a satisfactory fit to the data and that the underlying dimensions have a significant effect on consumers' intention to use the QR code for the food traceability system. In addition, food involvement plays a significant moderating function in the relationship between perceived information and perceived usefulness. The implications of this study for future research are discussed.

Note: Numbers in parentheses are critical ratio, and numbers outside of parentheses are the standardized path coefficients; the path coefficient between PI and PU was 0.546 in the high-FIG, the path coefficient between PI and PU was 0.456; *p < .01.Figure optionsDownload as PowerPoint slide