دانستن در مورد غذای شما از مزرعه به جدول: استفاده از سیستم های اطلاعاتی که عدم تقارن اطلاعات و خطرات بهداشت را در زمینه های خرده فروشی کاهش می دهد

We combined the most relevant variables from the principal agent theory and the technology acceptance model to develop a parsimonious model of technology acceptance for food traceability systems, which are voluntary, direct consumer-use decision support systems that reduce health risks for consumers by reducing information asymmetry between consumers and sellers in retail settings. Results from a survey about a beef traceability system show novel findings about the important roles played by consumers’ perceived regulatory effectiveness as an exogenous antecedent, and by their trust in seller and willingness to pay a price premium as mediators, that shape their intentions to use a BTS and conduct a purchase transaction.