Factors influencing e-marketplace adoption in agricultural micro-enterprises

Brush, Gregory J.; McIntosh, Duncan S.

doi:10.1504/ijeb.2010.035295

Cited by 11 publications

(4 citation statements)

References 60 publications

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“…The perceived risk (loss expectations) in e-trading increases due to a high level of illiteracy among the farmers, low ICT skills, lack of vernacular/visual content, and lack of training. At the same time, the low level of trust concerning the non-delivery of e-traded produce and the digital payment from unseen buyers adds to the perceived risk (Pavlou and Gefen 2004;Brush and McIntosh 2010;Roy et al 2018;Qalati et al 2021).…”

Section: Methodsmentioning

confidence: 99%

The impact of digitalisation on the agricultural wholesale prices to aid agrarian income

Chaudhary¹,

Suri²

2022

Agric. Econ. - Czech

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The paper analyses the effect of electronic-trading (e-trading) on the wholesale prices of select commodities in agricultural marketplaces to aid agrarian income levels. Post a literature review, the researcher performed a field survey to get the opinions of 371 farmers and traders. The researcher also conducted the descriptive statistical analysis, the difference in differences analysis, and the t-test analysis to show the wholesale price improvement after the e-trading platform implementation. The field survey findings and the statistical analysis suggest an increase in average wholesale prices of select agri-commodities in select markets of India due to the National Agriculture Market (eNAM) e-trading platform effect. The suggestions to practitioners and social policymakers highlight an improvement in the functioning of e-trading in terms of better prices for farmers, lowering transaction costs, increased transaction speed, reduced administrative hurdles, improved infrastructure and eventually higher income for a farmer. The knowledge base developed in this paper will help researchers reduce the knowledge gap in agricultural pricing.

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Section: Methodsmentioning

confidence: 99%

The impact of digitalisation on the agricultural wholesale prices to aid agrarian income

Chaudhary¹,

Suri²

2022

Agric. Econ. - Czech

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“…Many studies related to e-commerce have been carried out, but most of them focus on describing and analyzing the extent of adoption and use in agribusiness (Brush and McIntosh, 2010;Ng, 2013) or adoption by SMEs (Daniel, Wilson and Myers, 2002;Rahayu and Day, 2015;Yadav and Mahara, 2019). Others focus on the consumer side, for example, the factors that influence online purchasing decisions (Cheung, Lee and Thadani, 2009; Zhu, Zhang and Zhu, 2012; Rudansky-Kloppers, 2017; Khanna and Awal, 2019; Dermawan, Nasution and Sitepu, 2020).…”

Section: Introductionmentioning

confidence: 99%

The Effect of E-Marketing Mix on Competitive Positional Advantage: A Study on E-Marketplaces in Indonesia

2022

QAS

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This study aims to determine the effect of the e-marketing mix (i.e., product, price, place, promotion, people, process) on the level of competitive positional advantage achieved by Micro, Small and Medium Enterprises (MSMEs) in the food sector in the e-marketplaces. The e-marketplaces chosen as the sample areas were e-marketplaces in Indonesia, i.e., Tokopedia, Shopee, and Bukalapak. Respondents involved as samples were food MSMEs that sold snack products in the e-marketplaces, with a total of 174 respondents. The analytical technique employed for this study was Structural Equation Modeling (SEM) analysis. The results of this study indicate that the combination of six e-marketing mix variables (i.e., price and process) did not increase the competitive positional advantage. Meanwhile, other e-marketing mix variables (i.e., product, place, promotion, and people) positively and significantly increased competitive positional advantage. The e-marketing mix variable with the most dominant influence on increasing the competitive positional advantage of food MSMEs in the e-marketplace was the product. Therefore, food MSMEs must pay attention to the product elements, such as optimizing product photos, product variations, product descriptions, and product update information to build a high level of competitive positional advantage in e-marketplaces.

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“…Besides, there is a poor level of standardization for these sector products and several diffi culties for managing the quality by e-commerce (among works of literature we mention, in order of the year of publication, a few concerning farms and agri-food SMEs in Italy and abroad: [3], [4], [5], [11], [18], [19]). …”

Section: Introductionmentioning

confidence: 99%

The innovation ICT strategy in agri-food sector

Sturiale

Scuderi

2013

JITA

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The achievement of Information Communication Technology (ICT) as a new ground for economic competition is deeply affecting the trade organization in many merchant sectors. For Italian agri-food products it is of absolute importance for Internet marketing to be undertaken and to foresee the consequent scenarios. The aim of this research is to exactly assess the opportunities and problems of the distribution circuit based on the virtual scenario, with a methodological and empirical approach, working on the analysis of experiences already begun by agri-food companies established in Italy and engaged in "business to consumer" and "business to business". The ICT is confi gured as a phenomenon in a continuous and rapid evolution, which makes it necessary for companies to continually adapt to it and to the habits of web-consumers. This means that it is necessary to effectively enter the network of agri-food fi rms, and to strategically revise marketing methods focusing on the market place.

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Factors influencing e-marketplace adoption in agricultural micro-enterprises

Cited by 11 publications

References 60 publications

The impact of digitalisation on the agricultural wholesale prices to aid agrarian income

The impact of digitalisation on the agricultural wholesale prices to aid agrarian income

The Effect of E-Marketing Mix on Competitive Positional Advantage: A Study on E-Marketplaces in Indonesia

The innovation ICT strategy in agri-food sector

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