Analysing farmers’ intention to adopt web marketing under a technology-organisation-environment perspective: A case study in Italy E., Trestini S. (2020): Analysing farmers’ intention to adopt web marketing under a technology-organisation-environment perspective: A case study in Italy. Agric. Econ. – Czech, 66: 226-233.
supplementary materialdownload PDF

This study explores the factors that affect the intention to adopt web marketing (WM) at farm level as an innovation for business purposes. Data were collected from a direct survey among Italian farmers. The paper applies the Technology-Organisation-Environment (TOE) framework. Among the variables considered, the results mainly show that a higher perceived usefulness of WM leads to a greater intention to adopt it from farmers. Similarly, the intention to adopt WM is positively influenced by the customers‘ readiness to use this technology and the perceived ease of use. Moreover, the intention to adopt is lower for the farms showing a greater size. Surprisingly, the perception of customers’ positive expectation about WM adoption by the farm shows a negative effect, suggesting that external pressures can inhibit farmers’ intention. Findings are valuable to understand how to develop policies to support WM adoption among farmers, that is important to gain access to the market especially for smallholders.

Aboelmaged M.G. (2014): Predicting e-readiness at firm-level: an analysis of technological, organizational and environmental (TOE) effects on e-maintenance readiness in manufacturing firms. International Journal of Information Management, 34: 639–651.
Alshamaila Y., Papagiannidis S., Li F. (2013): Cloud computing adoption by SMEs in the north east of England: a multi-perspective framework. Journal of Enterprise Information Management, 26: 250–275.
Awa H.O., Ukoha O., Igwe S.R. (2017): Revisiting technology-organization-environment (TOE) theory for enriched applicability. The Bottom Line, 30: 2–22.
Bentivoglio D., Giampietri E., Finco A. (2016): The new EU innovation policy for farms and SMEs’ competitiveness and sustainability: the case of Cluster Agrifood Marche in Italy. Quality-Access to Success, 17: 57–63.
Burke K. (2010): The impact of internet and ICT use among SME agribusiness growers and producers. Journal of Small Business and Entrepreneurship, 23: 173–194.
Chewlos P., Benbasat I., Dexter A.S. (2001): Research report: empirical test of an EDI adoption model. Information System Research, 12: 304–321.
European Commission (2019): Declaration of cooperation on smart and sustainable digital future for European agriculture and rural areas. Available at: (accessed Nov 5, 2019).
Fecke W., Danne M., Musshoff O. (2018): E-commerce in agriculture: the case of crop protection product purchases in a discrete choice experiment. Computers and Electronics in Agriculture, 151: 126–135.
Gangwar H., Date H., Ramaswamy R. (2015): Understanding determinants of cloud computing adoption using an integrated TAM-TOE model. Journal of Enterprise Information Management, 28: 107–130.
Ghobakhloo M., Arias-Aranda D., Benitez-Amado J. (2011): Adoption of e-commerce applications in SMEs. Industrial Management & Data Systems, 111: 1238–1269.
Henderson J.R., Dooley F.J., Akridge J.T. (2004): Internet and e-commerce adoption by agricultural input firms. Review of Agricultural Economics, 26: 505–520.
Henderson J.R., Dooley F.J., Akridge J.T., Carerre, A. (2005): Adoption of internet strategies by agribusiness firms. International Food and Agribusiness Management Review, 8: 42–61.
Hennessy T., Läpple D., Moran B. (2016): The digital divide in farming: a problem of access or engagement? Applied Economic Perspectives and Policy, 38: 474–491.
Hu L.T., Bentler P.M. (1999): Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural equation modeling. Multidisciplinary Journal, 6: 1–55.
Jamaluddin N. (2013): Adoption of e-commerce practices among the Indian farmers, a survey of Trichy District in the state of Tamilnadu, India. Procedia Economics and Finance, 7: 140–149.
Jia Q., Guo Y., Barnes S.J. (2017): Enterprise 2.0 post-adoption: Extending the information system continuance model based on the Technology-Organization-Environment framework. Computers in Human Behavior, 67: 95–105.
Levenburg N.M., Schwarz T.V., Motwani J. (2005): Understanding adoption of internet technologies among SMEs. Journal of Small Business Strategy, 16: 51–70.
Ma W., Zhou X., Liu M. (2019): What drives farmers’ willingness to adopt e-commerce in rural China? The role of Internet use. Agribusiness, 36: 1–5.
Molla A., Peszynski K., Pittayachawan S. (2010): The use of e-business in agribusiness: investigating the influence of e-readiness and OTE factors. Journal of Global Information Technology Management, 13: 56–78.
Mueller R.A. (2001): E-commerce and entrepreneurship in agricultural markets. American Journal of Agricultural Economics, 83: 1243–1249.
Oliveira T., Martins M.F. (2011): Literature review of information technology adoption models at firm level. The Electronic Journal Information Systems Evaluation, 14: 110–121.
Rahayu R., Day J. (2015): Determinant factors of e-commerce adoption by SMEs in developing country: evidence from Indonesia. Procedia – Social and Behavioral Sciences, 195: 142–150.
Ramdani B., Kawalek P., Lorenzo O. (2009): Predicting SMEs‘ adoption of enterprise systems. Journal of Enterprise Information Management, 22: 10–24.
Rogers E. (1995). Diffusion of Innovations. 4th Ed. New York, The Free Press.
Schreiber J.B., Nora A., Stage F.K., Barlow E.A., King J. (2006): Reporting structural equation modeling and confirmatory factor analysis results: a review. Journal of Educational Research, 99: 323–338.
Solaymani S., Sohaili K., Yazdinejad E.A. (2012): Adoption and use of e-commerce in SMEs. Electronic Commerce Research, 12: 249–263.
Strzębicki D. (2015): The development of electronic commerce in agribusiness. The Polish example. Procedia Economics and Finance, 23: 1314–1320.
Tornatzky L., Fleischer M. (1990): The Process of Technology Innovation. Lexington, MA, Lexington Books.
Wang Y.N., Jin L., Mao H. (2019): Farmer cooperatives’ intention to adopt agricultural information mediating effects of attitude. Information Systems Frontiers, 21: 565–580.
Yoon T.E., George, J.F. (2013): Why aren’t organizations adopting virtual worlds? Computers in Human Behavior, 29: 772–790.
Zeng Y., Jia F., Wan L., Guo H. (2017): E-commerce in agri-food sector: a systematic literature review. International Food and Agribusiness Management Review, 20: 439–460.
Zhu K., Dong S., Xu S.X., Kraemer K.L. (2006): Innovation diffusion in global contexts: determinants of post-adoption digital transformation of European companies. European Journal of Information Systems, 15: 601–616.
supplementary materialdownload PDF

© 2021 Czech Academy of Agricultural Sciences | Prohlášení o přístupnosti