E-Commerce Admission Obstacles in the Industry of Dried Fruits Export ,Case Study: East Azerbaijan Province

The industry of Dried Fruit Export is one of undeveloped industries regarding E-Commerce in Iran. This research is an attempt to investigate E-commerce admission obstacles in the industry of Dried Fruit Export of Iran and present its solutions. To achieve this purpose, we have identified the most important admission obstacles of E-commerce through reviewing the research literature and have classified them in the form of Tri-category (3C) Model in three co-structural, content and context dimensions as three research hypotheses. After distributing and collecting questionnaires among 61 randomly selected Dried Fruit Exporting companies of East Azerbaijan province and analyzing the data, all three dimensions of obstacles were supported and co-structural obstacles were recognized as the most important factors in the non-admission of E-commerce in the Industry of Dried Fruit Export. The government and related commercial organizations can consider the recommendations presented in this paper in order to help the private sector to implement E-commerce and remove the found obstacles for developing export.