Presenting a sustainable market framework for electronic business and rural products (REB) using PESTEL and ISM methods (Case study: Semnan province )

This research was conducted with the aim of providing a framework for sustainable market and rural electronic business (REB) in Semnan province.

The research method of the present study is a survey-interpretation in which data were collected using a questionnaire and its analysis was performed using SPSS and excel and MICMAC software. The statistical population of the study included 10 producers of agricultural and livestock products as well as experts in the field of rural businesses. For this purpose, first, by reviewing previous studies, a set of factors affecting rural e-businesses were collected and then the factors were categorized by PESTEL method.

The results showed that the legal factor is the most important underlying factor in achieving the design of rural e-business framework. Economic, political and technological factors are in the next rank and are related factors. Environmental and social factors are dependent factors.

According to the more effective role of the legal factors in developing rural E-commerce marketplace and the emphasis of the researchers on the role of governments in law enactment and law implementation in developing E-commerce, it can be expected that the governments help to the stability of the rural E-commerce through enacting laws proportionate to the country's business environment.