Farmers’ intention to apply agricultural e-commerce: Extending the Technology Acceptance Model (TAM) with perceived enjoyment and perceived e-commerce self-efficacy

Document Type : Research Paper

Authors

1 Department of Agricultural Extension and Education, School of Agriculture, Shiraz University, Shiraz, I. R. Iran

2 Department of Agricultural Extension and Education, Faculty of Agriculture, University of Zabol, Zabol, I. R. Iran

3 Department of Socio-Economic and Agricultural Extension Research, Fars Agricultural and Natural Resources Research and Education Center, Agricultural Research, Education & Extension Organization (AREEO), I. R. Shiraz, Iran

Abstract

E-commerce can play an increasingly strong role in boosting agricultural development. This study aimed to understand citrus growers’ behavioral intention to apply agricultural e-commerce. The research used a cross-sectional survey of Jahrom citrus growers in Iran. So, 360 citrus growers were selected to participate in this study, and data were collected with a structured questionnaire. All the hypotheses relating to the Technology Acceptance Model (TAM) components, and those relating to the extended TAM were supported. Attitude, perceived e-commerce self-efficacy, perceived usefulness, perceived enjoyment, and perceived ease of use were the most important variables influencing citrus growers’ behavioral intention. Improving farmers’ agricultural e-commerce attitudes and skills through training programs and establishing stability in the market seems to be a useful strategy to develop their intention to use agricultural e-commerce.

Keywords

Main Subjects


Article Title [Persian]

نیت کشاورزان برای بکارگیری تجارت الکترونیک کشاورزی: توسعه مدل پذیرش فناوری (TAM) با لذت ادراک شده و خودکارآمدی تجارت الکترونیک ادراک شده

Authors [Persian]

  • رها زارعی 1
  • غلامحسین زمانی 1
  • حمید کریمی 2
  • پوریا عطائی 3
1 بخش ترویج و آموزش کشاورزی، دانشکده کشاورزی، دانشگاه شیراز، شیراز، ج.ا. ایران
2 گروه ترویج و آموزش کشاورزی، دانشکده کشاورزی، دانشگاه زابل، زابل، ج. ا. ایران.
3 بخش تحقیقات اقتصادی، اجتماعی و ترویج کشاورزی، مرکز تحقیقات و آموزش کشاورزی و منابع طبیعی فارس، سازمان تحقیقات، آموزش و ترویج کشاورزی، شیراز، ج. ا. ایران
Abstract [Persian]

تجارت الکترونیک می‏تواند نقش فزاینده و موثری در پیشبرد توسعه کشاورزی ایفاء نماید. این پژوهش با هدف فهم نیت رفتاری مرکبات‏کاران برای بکارگیری تجارت الکترونیک کشاورزی انجام شد. پژوهش حاضر از یک نظرسنجی مقطعی از تولیدکنندگان مرکبات جهرم در ایران بهره برد. بنابراین، 360 مرکبات‏ کار برای شرکت در این مطالعه انتخاب شدند و داده ‏ها با استفاده از پرسشنامه ساختاریافته جمع ‏آوری شد. در نهایت تمام فرضیه‌های مربوط به مؤلفه‌های مدل پذیرش فناوری (TAM) و مدل توسعه یافته آن، تأیید شدند. نگرش، خودکارآمدی تجارت الکترونیک ادراک شده، سودمندی ادراک شده، لذت ادراک شده و سهولت استفاده اداراک شده مهم‏ ترین متغیرهای تأثیرگذار بر نیت رفتاری مرکبات‏ کاران بودند. با توجه به یافته‌های پژوهش، می‏ تـوان نتیجه گرفت کـه بهبود نگرش و مهارت کشاورزان در تجارت الکترونیک کشاورزی از طریق برنامه‏ های آموزشی و همچنین ایجاد ثبات در بازار، استراتژی مفیدی برای توسعه نیت آن ها برای بکارگیری تجارت الکترونیک کشاورزی می‏ باشد.

Keywords [Persian]

  • تجارت الکترونیک کشاورزی
  • مدل پذیرش فناوری
  • لذت ادراک شده
  • تولیدکنندگان مرکبات
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