The adoption of Bio-QR code technology for traceability systems in the edible bird’s nest industry

Abstract

Economically motivated adulteration usually faces major problems in ensuring product authenticity and safety within the edible bird’s nest (EBN) industry. These are proliferating the need for traceability solutions to be implemented to protect product integrity and thereby secure consumer trust. This, therefore, calls for a study to explore the adoption of Bio-QR Code technology as a traceability system in ensuring transparency, sustainability, and competitiveness within the EBN industry. This research integrates the extended Technology Acceptance Model, Diffusion of Innovations Theory, and Cost-Benefit Theory. For this present study, the focus is on deep-interviewing 18 swiftlet-house farmers to find identification for their perception and acceptance of the Bio-QR Code technology. The results emphasize the main drivers of the adoption process: perceived usefulness, perceived ease of use, operational relevance, and economic considerations. The value coming out of this technology can further be enhanced if the relative advantages are demonstrated to farmers. This study is helpful in that it gives recommendations to stakeholders on how to improve technology adoption. This research brings added value in portraying the unique dynamics of technology acceptance within a given industry, EBN, and the framework in which an emerging technology is managed within a niche sector.