Volume 4, Issue 2 (2014)                   ORMR 2014, 4(2): 107-127 | Back to browse issues page

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Alavion S J, Chizari2 M, Alahyari M S. Application of Theory of Planned Behavior on E-Marketing Adoption by Agricultural Experts. ORMR. 2014; 4 (2) :107-127
URL: http://ormr.modares.ac.ir/article-28-8908-en.html
1- PhD Student of Geography and Rural Planning, Department of Geography and Planning, University of Isfahan, Isfahan, Iran
2- . Professor, Department of Agricultural, Tarbiat Modares University, Tehran, Iran
3- . Assistant Prof., Department of Agricultural, Islamic Azad University, Rasht, Iran
Abstract:   (8241 Views)
The present study aimed to analyze affecting factors on agricultural experts moving toward becoming agricultural e-marketing users. During a correlation-descriptive research method, variables of the study were prioritized through Theory of Planned Behavior (TPB) and correlation between variables and adoption was computed and finally the most effective variables on adoption were determined using logistic regression. Results showed that behavioral belief (Attitude), normative belief (Subjective norm) and control belief (Perceived Behavioral Control) were affecting adoption. Among personal abilities and skills, engagement in agricultural jobs had the greatest effect on adoption which was related to control belief of the respondents. positive belief toward e-marketing and believing that had next great effect on decreasing traditional interferences respectively and variables related to behavioral belief had more important role in forming attitude of experts. Finally, agricultural companies were the most affecting variables on subjective norm of experts among other affecting components of agricultural market included in normative belief. Respondents selected network of agricultural advisory service companies which had an interference role between producers and customers as a proper option in e-marketing for local farmers. In this case, companies could merely deal with providing information of farmers’ products to suppliants through internet websites without playing direct role in buying and selling.     
Full-Text [PDF 265 kb]   (1889 Downloads)    
Article Type: scientific research | Subject: -
Received: 2014/04/18 | Accepted: 2014/12/14 | Published: 2015/01/21

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