Abstract
This study examines the impact of the traceability system in food supply chain for purchase intention of Vietnamese consumers based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). Data are from a survey of 252 consumers across 11 provinces/cities in the North, Central, and South regions. The Smart PLS 4 software was used to analyze and test 7 hypotheses regarding the influence of 4 independent variables and 3 mediating variables on the dependent variable, which is the food purchase intention of Vietnamese consumers. The results of this study align with previous research, affirming that information quality, system quality, perceived value, perceived safety, and perceived health benefits of the traceability system positively impact the purchase intention of Vietnamese consumers. However, this study contradicts the findings of earlier studies, which suggested that service quality has a negative effect and product diagnosis does not affect Vietnamese consumers’ purchase intention.