Factors Affecting E-Commerce Adoption in Agricultural Cooperative's Firms and Offices

The main objective of this study was to identify factors affecting the adoption of e-commerce by using Lee developed model in 1395. For conducting this research a survey method has been used. The research statistical population were cooperative board members, experts and cooperative offices in three Provinces of Isfahan, Hamedan and Tehran (N=1565) who were selected by Cochran formula and by the use of stratified sampling method (n=309) were selected as the sample. The instrument for collecting data was a standard questionnaire. Internal consistency was gained by a pilot test and cronbach's alpha was obtained. For data analysis statistical method such as hypotheses test through Structural equation by using Amos software ver.18 have been used. The research results showed that understanding the concept of e-commerce, trust and user friendly application were the most effective factors.