Abstract
Agricultural e-commerce (AE) has attracted substantial attention within various research disciplines for several years. In this paper, we present a literature review of the recent state of AE research published from 2000 through to 2021 in 83 journals. Based on Service-Dominant Logic (S-D logic) and Qualitative Comparative Analysis (QCA), we identify six research themes, and a theoretical continuum is applied to reveal how research themes and scholarly approaches fit into the S-D logic framework. A general increasing trend in the number of articles confirms the escalating interest in AE research; however, different themes perform unevenly with S-D logic. Even though research themes such as Consumer Willingness are getting closer to S-D logic premises, and ideologies that are increasingly approaching S-D logic have been applied to analyzing AE topics, unfortunately, there remains a paucity of papers that wield S-D logic in the AE field. Our research focuses on an innovative emerging AE field and, simultaneously, provides an approach of integrating S-D logic into analyzing academic papers in the AE domain. This research may shed some light on future possibilities that S-D logic could support the co-creation of value between consumers and agribusiness managers, and other broader disciplines such as management and marketing.
Highlights
E-commerce is developing rapidly and has penetrated almost all sectors
Even though research themes such as Consumer Willingness are getting closer to S-D logic premises, and ideologies that are increasingly approaching S-D logic have been applied to analyzing agricultural e-commerce (AE) topics, there remains a paucity of papers that wield S-D logic in the AE field
We find 14 journals (15.7% of the 83 journals) with a SCImago Journal Rank (SJR) value above 1 and there are 16 papers published in these 14 journals, which may indicate that papers published in the AE domain selected journals with high impact, but their quantity is still limited
Summary
E-commerce is developing rapidly and has penetrated almost all sectors. Agriculture is identified as being promising due to its high level of fragmentation [1]. We argue that there is a gap in the disciplinary research of customer–company interaction related to agricultural e-commerce. This gap exists especially in modern conceptualization of value co-creation and the core philosophical nature of the phenomenon itself. We use the Service-Dominant Logic (S-D logic) developed by Vargo and Lusch (e.g., 2004, 2016, 2018) to evaluate the agricultural e-commerce literature and its approach to company–. A literature review allows researchers to build a basic understanding of where the scholarly discussion is going (ibid.). The paper proceeds by introducing a discussion of S-D logic, followed by analyzing the research themes, keywords and theories prevailing in the existing literature. We discuss the conclusions that can be drawn from the analysis
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