A study of e-commerce models among cherry growers in Khorasan Razavi province

Articles in Press

Document Type : Research Paper

Authors

1 Agricultural Extension and Education, Department Of Agricultural Extension and Education, University Of Tehran, Karaj, Iran.

2 Professor, Agricultural Extension and Education, Department Of Agricultural Extension and Education, University Of Tehran, Karaj, Iran.

10.22059/ijaedr.2024.342769.669148

Abstract

The present study aims to provide a model for accepting electronic commerce: the case study of cherry producers was conducted in Khorasan Razavi province. The statistical population of this study was all cherry gardeners in Khorasan Razavi province in 1400. As the size of the population was known, stratified sampling was done with proportional assignment and 300 people were selected as the statistical sample. The sample selection method was done as available due to the lack of a list of producers' information. The main data collection tool was a researcher-made questionnaire whose validity was assessed using expert panel opinions and the reliability of the questionnaire was assessed with Cronbach’s alpha coefficient which was higher than 0.7 for all structures and was confirmed. Data analysis was performed using SPSS software version 25. The results of Friedman test in relation to the priority of research structures, in association with electronic commerce models showed that the structures of Electronic Malls, Electronic Shops and Electronic Procurement were the most important in relation to e commerce models among gardeners, respectively. But Electronic Auctions structures and Collaboration Platforms or patterns played a lesser role. The results of the Sign test indicate that people in third party marketplaces structures, Electronic Malls, Collaboration Platforms, and Electronic Shop often have a higher average than the average community. Also, the results of Pearson correlation coefficient showed a negative and significant relationship between the age structure and the structure of the Electronic Procurement.

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Iranian Journal of Agricultural Economics and Development Research

Articles in Press, Accepted Manuscript
Available Online from 13 July 2024

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