Modelling the Enablers of e-Trading Adoption in Agricultural Marketing: A TISM-Based Analysis of eNAM

Abstract

Purpose: This research study identifies the enablers of adoption of e-trading of agricultural produce in India. It also proposes an adoption framework for promoting e-trading of the agricultural produce. The total interpretive structural modelling (TISM) method is used to develop hierarchical relationships among enablers. It brings the suggestions to improve the critical enablers for the use of policymakers, e-trading managers and market makers. Methodology: The research conducted in two phases, identification of variables, using literature assessment and analysing the relationship between the identified enablers using TISM. A case study of the National Agriculture Market (eNAM) project was undertaken to understand the enablers of the adoption in a common pan-India e-trading platform. Further, cross-impact matrix multiplication applied to classification (MICMAC) analysis explores the driving and the dependence power of the identified enablers. Findings: This research proposes an e-trading adoption framework for the Indian agricultural supply chain. The ‘perceived ease of use’, ‘facilitating conditions’, ‘social influence’ and lower ‘cost’ are identified as significant enablers in this study besides ‘trust’ and ‘perceived usefulness’. A few suggestions bought out in this paper are expected to improve these enablers, which are expected to help in enhancing eNAM adoption, thereby improving the supply chain of agricultural produce. Research Implications: The well-structured analysis in the hierarchical form helps to get more insight into the influence of the seven enablers identified by TISM technique on the adoption of e-trading in the Indian agricultural marketing and supply chain. The e-trading in Indian agricultural has significant economic and workforce value for the country. The suggestions of this study provide insight into practical improvement step considerations for policymakers and e-trading managers in the agricultural sector and micro, small and medium enterprises.