Investigating the Moderating Role of Demographic Variables on the Perceived Risks to Adopt E-Commerce in Iran Agricultural Sector

Document Type : Research Paper

Author

MSc. Student, University of Tehran

Abstract

Despite the growth of e-commerce processes as well as the undeniable advantages of it, still traditional methods of buying and selling in agriculture would be preferable by the actors in this section. The advantages of e-commerce in agriculture is the awareness of the latest information, including market price, the buyers, major shopping centers and other important information by producers and consumers. However, adoption of e-commerce in this sector is weak and need to change of the attitude of its actors. Among the important factors in this issue is the risks of e-commerce adoption. This study aimed to investigate the moderating role of demographic variables on the impact of perceived risks (financial, security, performance and time) to adopt electronic commerce in the Iran agricultural sector. This study was descriptive-correlation. Research population was agricultural actors that have been buying and selling on the agriculture market. According to study, the relationship between financial risk and security risk were not significant with the age and experience use. The effect of security risks on attitudes toward e-commerce in the agricultural sector was refused too. This study showed that other risks have significant effects on the attitude to adopt electronic commerce in agriculture section which must be paid attention to them in practice.

Keywords

References

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Iranian Journal of Agricultural Economics and Development Research
Volume 48, Issue 3
November 2017
Pages 379-389

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