| With the continuous deepening of the penetration and integration of digital technology and agricultural industry,new management modes related to digitalization and big data are gradually integrated into the quality management of agricultural products.Among them,tracking and tracing of agricultural products has become an effective means to improve their quality and safety.However,in fact,all parties in the agri-food supply chain,especially small and micro enterprises(SMEs),do not get involved enough,and SMEs play an important role in agricultural enterprises.Whether they join the traceability system or not will influence integrity and standardization of the whole traceability chain as well as the quality and safety guarantee effect of the traceability system.Therefore,it is necessary to study the adoption behavior of traceability system in SMEs.In view of this,focusing on small and micro enterprises(SMEs)of Fuding White Tea Big Data traceability System,this paper studies the influencing factors of adoption behaviors of these enterprises based on the technology-organization-environment(TOE)analysis framework via the grounded theory,and further analyzes and verifies the specific effects of each factor through mathematical deduction.On this basis,the Q-learning algorithm is used to simulate evolution of the adoption decision of the traceability system in SMEs,thereby analyzing how these factors influence the evolution.As found,the adoption behavior of traceability system in SMEs is mainly influenced by attributes of traceability system,enterprise capacity endowment,environmental influences,as well as support and control from the government.Specifically,for the adoption decision of SMEs,expected revenue can promote its standardized use,while the alternative income generated by illegal use of traceability standards will have a negative impact;the customer-perceived value and perceived intangible benefits of products can promote adoption of traceability system;and all these factors are moderated by policy support and control.For the evolution of group adoption decisions,SMEs with different perceptual acceptance abilities will have different perceptual intangible benefits on objective traceability system attributes,thereby affecting the early process of group adoption decision evolution;and group pressure and random interference will influence an overall process of decision-making evolution of SMEs adopting the traceability system. |
