TY - JOUR ID - 57628 TI - Factors Influencing the Adoption of E-Commerce in the Iranian Agricultural Sector JO - Organizational Culture Management JA - JOMC LA - en SN - 2423-6942 AU - Amiri, Alinaghi AU - Jafari, Seyed Mohmmad Bagher AU - Aboali, Msoume Hosseini AD - Associate Professor, Farabi Campus, University of Tehran, Iran AD - Assistant Professor, Farabi Campus, University of Tehran, Iran AD - Msc. Farabi Campus, University of Tehran, Iran Y1 - 2016 PY - 2016 VL - 14 IS - 2 SP - 541 EP - 565 KW - Agricultural sector KW - Electronic Commerce KW - Information and communication technology KW - Technology Acceptance Mode DO - 10.22059/jomc.2016.57628 N2 - Nowadays, E-commerce has caused tremendous changes in business relations and customer and a major share to be allocated of business transactions. The problem marketing and selling products and commodities is one of the old problems in the agriculture sector. The other hand much difference between farm gate prices and consumer prices is another problem for agricultural products market in Iran. The development of electronic commerce in agriculture is one of the solutions to fix the problems. This study has been done the aimed to investigate the factors influencing the adoption of e-commerce in the agricultural sector. The research, applied research and in terms of nature and method is survey -correlation. The statistical population is active members of the sales site "large agricultural market". A total of 300 people were working in department of sales. The results show that the variables of perceived usefulness, risks (security, operational, financial, time) are significant predictors of attitudes willing to accept toward e-commerce. Work colleagues also significant predictors to be willing to accept of subjective norms. Based on the findings perceived ease of use and adaptability does not affect attitudes in the use of e-commerce in the agricultural sector.         UR - https://jomc.ut.ac.ir/article_57628.html L1 - https://jomc.ut.ac.ir/article_57628_09e9a6528f68fd89f34f54c3f9e9e9dd.pdf ER -