چکیده:
The aim of the present study is to analyze the factors that cause agricultural experts to become users of agricultural e-marketing. In a descriptive-correlational research, the research variables were prioritized in the framework of the Theory of Planned Behavior; the correlation between variables and adoption was calculated, and the most effective variables on adoption were determined using the logistic regression method. The results showed that all three factors—behavioral belief (attitude), principal belief (subjective norm), and control belief (perceived behavioral control)—were effective on adoption. Among individual abilities and skills, the variable of employment in agriculture had the greatest contribution to adoption, which related to the respondents' control belief. Following that, positive belief towards e-marketing and the belief in its impact on reducing traditional intermediaries were variables assigned to the behavioral belief factor, playing a more important role in shaping the attitude of experts. Finally, agricultural companies were the most effective variable among other influential components of the agricultural market on the subjective norm of experts, which fell under the principal belief factor. Under current conditions, respondents selected the network of agricultural consulting service companies, acting as an intermediary between producers and customers, as a suitable option in e-marketing for local farmers, so that companies, through a virtual system, without playing a direct role in buying and selling, merely provide information about farmers' products to applicants.
خلاصه ماشینی:
2- Research Background In relation to technology adoption using the Theory of Planned Behavior, various studies have been conducted, including the adoption of the consumer enterprise e-marketing model in agricultural companies [7, p.
Facilitating Condition Model Normative Marketing Mental Acceptance Marketing Attitude Electronic Individual Network Control Marketing Behavioral Figure 3 Conceptual model of the research (The effect of the Theory of Planned Behavior on the acceptance of marketing and experts' views regarding the appropriate model and network for agricultural e-marketing) 5- Research findings 5-1- Prioritization and correlation analysis in determining the relationship of variables with acceptance In the behavioral belief factor, the evaluative attitude toward e-marketing was respectively in ease of purchase, reduction of intermediaries, price reduction, and increased demand, based on the concept that, according to e-marketing experts, it will play the greatest role in ease of purchase and reduction of intermediaries.
Of the 25 variables studied, 14 variables had a positive and significant relationship with increased acceptance, which include: positive belief in e-marketing, personal employment in agriculture, being a farmer's child, the influence of relatives' internet purchases on attitude, internet skill, individual internet use, family access to the internet, mobile internet use at work, economic impact on reducing intermediaries, the effect of e-marketing on ease of purchase, the effect of e-marketing on increasing demand, a reliable commercial brand, support for rural cooperatives and agricultural companies, and the necessity of changing the traditional environment of agricultural transactions (Table 3).
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