Acceptance of E-commerce in Agricultural Business Enterprises (Case Study of Agricultural Cooperatives)

The purpose of this study was to identify the factors influencing the acceptance of e-commerce in agricultural production cooperatives. The statistical population of the study consisted of 1565 Cooperative managers, board members, Experts of Co-operative offices & agricultural cooperatives in three provinces of Isfahan, Hamedan and Tehran. 309 of the total population were selected as research samples using the Cochran formula. The results of the analysis showed that the conceptual framework of research has a good fit. Also, three variables of perceived usefulness, perceived ease of use and the subjective norm with the attitude toward acceptance of e-commerce had a positive and significant relationship. Also, There was a positive and significant relationship between attitude toward acceptance of e-commerce and its usefulness with behavioral intention. Accordingly, in order to develop e-commerce in agricultural production cooperatives, the positive effects of the use of this type of business should be reminiscent and the user concerns reduced from the complexity of this type of business.