What Intentions and Interesting Information Can Attract Consumers to Scan QR Code While Buying Eggs?

Foods

Tzu-Ning Li¹  Shang-Ho Yang²  Chi-Ming Hsieh³  Huong Thi Thu Phan⁴ 

[1] Department of Applied Science of Living, Chinese Culture University, 55, Hwa-Kang Road, Yang-Ming-Shan, Taipei 11114, Taiwan;Graduate Institute of Bio-Industry Management, National Chung Hsing University, No. 145 Xingda Road, South District, Taichung City 40227, Taiwan;International Bachelor Program of Agribusiness, National Chung Hsing University, Taichung City 40227, Taiwan;International Master Program of Agriculture, National Chung Hsing University, Taichung City 40227, Taiwan;

关键词: QR Code;    traditional market;    supermarket;    egg;   

DOI  :  10.3390/foods11091259

来源: DOAJ

【 摘 要 】

A Quick Response Code (QR Code) aims to provide accurate and traceable information to consumers wanting to verify the quality of agri-food products. This study aimed to investigate the experiences and intentions of scanning QR Code in traditional markets and supermarkets. Furthermore, the types of egg information in the QR Code were explored to identify consumer interests when purchasing eggs. The empirical data were collected from 1112 valid responses throughout Taiwan from July to September, 2020. The Logit, Probit models, and the Bivariate Probit model were used to examine the data. Results showed that shoppers’ propensity to scan QR Code revealed a significant difference between traditional markets and supermarkets, i.e., supermarket shoppers having higher a propensity to scan a QR Code. Of the 10 types of potential egg information in the QR Code, over half of respondents said that the production certificate label and inspection information were the top reasons that they would be interested in scanning a QR Code. This was particularly the case for homemakers aged between 51 and 60 years old and those who had scanned QR Code before and would like to pursue more egg information. Since the egg producers have resisted joining the traceability system, the implication of this study provides very practical strategies for government, policy makers, and producers in Taiwan.

【 授权许可】

Unknown