Volume 12, Issue 1 (3-2025)
J Entrepreneurial Strategies Agric 2025, 12(1): 73-88 |
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Jahani M, Fatemi M. (2025). A Causal-Comparative Analysis of Agricultural and Non-Agricultural Knowledge-Based Companies in Sistan and Baluchistan Province Regarding Their Intention to Use E-Commerce. J Entrepreneurial Strategies Agric. 12(1), 73-88. doi:10.61186/jea.2024.421
URL: http://jea.sanru.ac.ir/article-1-421-en.html
URL: http://jea.sanru.ac.ir/article-1-421-en.html
Mahsa Jahani1, Mahsa Fatemi *1
1- Department of Agricultural Extension and Education, Faculty of Agriculture, Shiraz University, Shiraz, Iran
Abstract: (1437 Views)
Extended Abstract
Background: In recent decades, the expansion of information and communication technologies has brought about a fundamental transformation in lifestyles and economic relations worldwide, leading to the emergence of new forms of business, particularly electronic commerce. In developing countries, including Iran, agricultural development faces challenges such as low productivity and limited adoption of advanced technologies. The application of digital innovations, especially internet-based tools, is now considered a strategic necessity for improving efficiency and competitiveness in the agricultural sector. Given the economic and social significance of agriculture in Iran, embracing innovations, e.g., e-commerce, is essential. This study aims to compare the tendency to launch electronic businesses among members of agricultural and non-agricultural knowledge-based companies in the Science and Technology Park of Sistan and Baluchistan Province.
Methods: This descriptive and quantitative research was done using a survey. The sample consisted of 162 individuals, including 80 and 82 members of agricultural and non-agricultural knowledge-based companies, respectively, in Sistan and Baluchistan Province, which were selected using the stratified random sampling method. Due to the limited number of knowledge-based companies in the agricultural sector in this province (100 active members in agriculture), 80 members from agricultural companies were initially selected using stratified sampling and the Krejcie and Morgan table. Then, a nearly equal number—82 individuals—was randomly selected from the other group targeted in the study. The total sample size was thus estimated at 162 participants. The data collection tool was a questionnaire, the face validity of which was confirmed by the professors of the Department of Agricultural Extension and Education at Shiraz University. To assess the reliability of the study, a pilot study was conducted in a sample of 30 individuals from the members of knowledge-based companies in the Science and Technology Park of Fars Province. The Cronbach's alpha coefficients for the research variables ranged from 0.70 to 0.96, which are statistically acceptable values calculated using SPSS 26 software. The research data were also analyzed using SPSS 26 and AMOS 24 software through descriptive statistics and path analysis (structural equation modelling (SEM)).
Results: Based on the results of path analysis in the group of agricultural companies, digital marketing (0.098) as the independent variable and perceived usefulness (0.057), subjective norms (0.054), and attitude toward e-commerce (0.101) as mediating variables were effective on the respondents’ intention to start e-commerce. Digital marketing (0.151) indirectly affected the intention to start an electronic business in agricultural companies. According to the results of path analysis in the group of non-agricultural companies, computer and internet literacy (0.070), government and legal support (0.064), and digital marketing (0.081) as independent variables, and perceived usefulness (0.093) and attitude toward e-commerce (0.115) as mediating variables were effective on individuales’ intention to start e-commerce. Moreover, computer and internet literacy (0.221), government and legal support (0.115), and digital marketing were the variables with indirect effect on the intention to start e-commerce among non-agricultural companies through mediating variables.
Conclusion: According to causal models related to agricultural and non-agricultural knowledge-based companies, perceived usefulness, attitude toward e-commerce, and digital marketing were the variables with direct effects on both groups. Computer and internet literacy and government and legal support in non-agricultural companies, and subjective norms in agricultural companies were the variables that directly affect the intention to start an electronic business. Increasing people's awareness and literacy about computers and the Internet and providing a platform for digital markets increase the understanding of the ease of electronic businesses and improve the intention to start these kinds of businesses. The governmental and legal support variable increases the intention to start e-commerce through influencing individual's attitudes. Increasing legal and government support for e-businesses positively influenced people's attitude toward these types of businesses and further increased the intention to start them. In general, computer and internet literacy, digital marketing, and government and legal support were identified as having the most effects and among the most frequent paths in the causal model, which both directly and indirectly affected the intention to start e-commerce in non-agricultural companies. On the contrary, the causal model of agricultural companies was a simpler model than the non-agricultural causal model in terms of influencing paths on the intention to start an electronic business. The effect of digital marketing in both agricultural and non-agricultural models indicated the importance of these markets in today's world for business owners. More attention and providing suitable conditions for the use of these markets will increase the number of businesses to start e-commerce. Among the most important recommendations of this study to enhance the intention to adopt e-commerce in agricultural companies are organizing training workshops to raise awareness about the benefits of e-commerce, leveraging local digital market capacities in the fields of crop, horticultural, and livestock products, and promoting social norms that support technology acceptance. In contrast, for non-agricultural companies, the focus should be on providing specialized training in computer and internet skills, developing standard digital infrastructures—such as online sales platforms, product marketing applications, secure payment gateways, order tracking systems, and customer interaction platforms—and expanding legal and financial support for online businesses, all of which can play a crucial role in increasing the intention to launch e-commerce ventures.
Background: In recent decades, the expansion of information and communication technologies has brought about a fundamental transformation in lifestyles and economic relations worldwide, leading to the emergence of new forms of business, particularly electronic commerce. In developing countries, including Iran, agricultural development faces challenges such as low productivity and limited adoption of advanced technologies. The application of digital innovations, especially internet-based tools, is now considered a strategic necessity for improving efficiency and competitiveness in the agricultural sector. Given the economic and social significance of agriculture in Iran, embracing innovations, e.g., e-commerce, is essential. This study aims to compare the tendency to launch electronic businesses among members of agricultural and non-agricultural knowledge-based companies in the Science and Technology Park of Sistan and Baluchistan Province.
Methods: This descriptive and quantitative research was done using a survey. The sample consisted of 162 individuals, including 80 and 82 members of agricultural and non-agricultural knowledge-based companies, respectively, in Sistan and Baluchistan Province, which were selected using the stratified random sampling method. Due to the limited number of knowledge-based companies in the agricultural sector in this province (100 active members in agriculture), 80 members from agricultural companies were initially selected using stratified sampling and the Krejcie and Morgan table. Then, a nearly equal number—82 individuals—was randomly selected from the other group targeted in the study. The total sample size was thus estimated at 162 participants. The data collection tool was a questionnaire, the face validity of which was confirmed by the professors of the Department of Agricultural Extension and Education at Shiraz University. To assess the reliability of the study, a pilot study was conducted in a sample of 30 individuals from the members of knowledge-based companies in the Science and Technology Park of Fars Province. The Cronbach's alpha coefficients for the research variables ranged from 0.70 to 0.96, which are statistically acceptable values calculated using SPSS 26 software. The research data were also analyzed using SPSS 26 and AMOS 24 software through descriptive statistics and path analysis (structural equation modelling (SEM)).
Results: Based on the results of path analysis in the group of agricultural companies, digital marketing (0.098) as the independent variable and perceived usefulness (0.057), subjective norms (0.054), and attitude toward e-commerce (0.101) as mediating variables were effective on the respondents’ intention to start e-commerce. Digital marketing (0.151) indirectly affected the intention to start an electronic business in agricultural companies. According to the results of path analysis in the group of non-agricultural companies, computer and internet literacy (0.070), government and legal support (0.064), and digital marketing (0.081) as independent variables, and perceived usefulness (0.093) and attitude toward e-commerce (0.115) as mediating variables were effective on individuales’ intention to start e-commerce. Moreover, computer and internet literacy (0.221), government and legal support (0.115), and digital marketing were the variables with indirect effect on the intention to start e-commerce among non-agricultural companies through mediating variables.
Conclusion: According to causal models related to agricultural and non-agricultural knowledge-based companies, perceived usefulness, attitude toward e-commerce, and digital marketing were the variables with direct effects on both groups. Computer and internet literacy and government and legal support in non-agricultural companies, and subjective norms in agricultural companies were the variables that directly affect the intention to start an electronic business. Increasing people's awareness and literacy about computers and the Internet and providing a platform for digital markets increase the understanding of the ease of electronic businesses and improve the intention to start these kinds of businesses. The governmental and legal support variable increases the intention to start e-commerce through influencing individual's attitudes. Increasing legal and government support for e-businesses positively influenced people's attitude toward these types of businesses and further increased the intention to start them. In general, computer and internet literacy, digital marketing, and government and legal support were identified as having the most effects and among the most frequent paths in the causal model, which both directly and indirectly affected the intention to start e-commerce in non-agricultural companies. On the contrary, the causal model of agricultural companies was a simpler model than the non-agricultural causal model in terms of influencing paths on the intention to start an electronic business. The effect of digital marketing in both agricultural and non-agricultural models indicated the importance of these markets in today's world for business owners. More attention and providing suitable conditions for the use of these markets will increase the number of businesses to start e-commerce. Among the most important recommendations of this study to enhance the intention to adopt e-commerce in agricultural companies are organizing training workshops to raise awareness about the benefits of e-commerce, leveraging local digital market capacities in the fields of crop, horticultural, and livestock products, and promoting social norms that support technology acceptance. In contrast, for non-agricultural companies, the focus should be on providing specialized training in computer and internet skills, developing standard digital infrastructures—such as online sales platforms, product marketing applications, secure payment gateways, order tracking systems, and customer interaction platforms—and expanding legal and financial support for online businesses, all of which can play a crucial role in increasing the intention to launch e-commerce ventures.
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