Factors Influencing the Consumers Adoption of E-commerce in the Agricultural Market

Chee Hoo Wong,Francis Fock Keong Wong,Pei Pei An,Subramaniam Kumarashvari

doi:10.6007/ijarbss/v11-i7/10383

Chee Hoo Wong, Francis Fock Keong Wong + Show 2 more

Open Access

https://doi.org/10.6007/ijarbss/v11-i7/10383

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Abstract

In China, the agriculture economy accounts for 7.2% of the national economy, and the farmer population is about 260 million, agricultural modernization has made significant progress, but its agricultural market has encountered some problems. This research aims to determine the key factors that influence the adoption of e-commerce on agricultural trades in He Nan, China. According to Innovation Diffusion Theory (IDT), the researcher found that many factors significantly affect the consumer's intention to use e-commerce as the dependent variable. Therefore, these factors will be adopted as independent variables in this research: perceived usefulness, ease of use, compatibility, trialability, perceived risks, and reliability. The research was conducted using a convenient sampling under non-probability sampling to save time and cost. A total of 384 completed online questionnaires were collected among consumers in He Nan. Simple regression analysis showed that all factors, namely the perceived usefulness, perceived ease of use, compatibility trialability, perceived risks and reliability, could significantly influence the adoption of agriculture e-commerce in He Nan, China. Thus, policymakers would need to facilitate these factors to speed up the adoption of e-commerce in the agriculture sector.

Highlights

In recent years, the most obvious problem of the agricultural economy is that the backlog of agricultural products has become more and more common
This study aims to survey the extent which the urban consumers intend to adopt agriculture e-commerce, which factors will affect the intention of adoption by users
This study had successfully examined the factors affecting the adoption of agriculture ecommerce by consumers, contributing to valuable experience and implications

Summary

Introduction

The most obvious problem of the agricultural economy is that the backlog of agricultural products has become more and more common. The unreasonable market supply has put a negative impact on the normal fluctuations of goods prices in the agricultural product trading market, which causes a market surplus of a single product like apple, potato or tomato. This over floating prices posts unaffordable risks for farmers to get enough return

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Conclusion