Abstract
Farmers face many challenges to benefit from marketing opportunities. Agricultural e-commerce is a relatively new way for smallholders to sell agricultural products to buyers, including agribusinesses, retailers, restaurants, and consumers. Agricultural e-commerce creates better market access and higher transparency in the value chain. There are three research objectives of this study: to explore the difference in perceived value, attitude, and behavioral intention in using e-commerce by Southwest farmers; to examine the relationship between perceived value, perspective, behavioral intention, subjective norm, behavioral attitude, and perceived behavioral control with adoption intention; to suggest respective policies to e-commerce distribution model for farmers adoption.
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