The Barriers and Key Breakthrough Factors for E-commerce Implementation for Small Agriculture Firms in Taiwan Rural Areas

Abstract

The purpose of this study is to explore the major barriers of E-commerce implementation for agriculture planters which were located in Taiwan rural areas and just started to sell their own agriculture products. Ten rural area agriculture firms' owners were interviewed and the research data were analyzed to illustrate the possible answers of the barriers and key breakthrough factors for E-commerce implementation for small agriculture firms in rural areas in Taiwan. Five major barriers were identified and four key break through factors were also suggested. It was found that the major barrier for small rural agriculture firms to conduct E-commerce is resources shortage which includes the lack of E-commerce implementation knowledge, skill, capability, human resource and needed capital. Moreover, 70% respondents reported they had no time to run E-commerce due to the heavy farm workload and lack of manpower. Other major barrier is the uncertainty of business value of E-commerce; 60% respondents still keep a reserved attitude toward the E-commerce benefit. Even 90% respondents had started their E-commerce to certain levels; 70% did not take real advantages from those E-commerce platforms due to the lack of E-commerce marketing and operation capability. As far as the major push and pull forces for small rural agriculture firms to start certain E-commerce practices are intensive competition pressure perception and external professional assistance which alleviates the barrier level and enhances the E-commerce implementation momentum. Suggestions such as farmers' E-commerce intelligence enhancement, professional assistances from external experts, academics, government and profession associations were provided.