Factors influencing e-marketplace adoption in agricultural micro-enterprises

: E-marketplaces present a business-to-business (B2B) trading environment in which firms can benefit from increased choice among trading partners, and other efficiencies gained through electronic trading. B2B e-marketplaces have only recently emerged in New Zealand; however, there is already doubt whether predicted benefits are being realized. This study draws on the Tornatzky and Fleischer (1990) adoption model to explore the motivations and barriers to e-marketplace adoption that agricultural micro-enterprises experience. Key perceived barriers of e-marketplace adoption include conflict with pre-existing relationships, risk perceptions, ease of use and infrastructure problems. Dominant motivations include the ability to exclude the agent middleman, a reduction in transaction costs, and market reach. E-marketplace owners can use these preliminary findings to reduce perceived barriers and encourage increased participation. They also extend our understanding and assist theory developmen...

• Type: Journal
• Year: 2010
• Where: IJEB
• Authors: Gregory J. Brush, Duncan McIntosh
• Keywords: E-marketplace Adoption, IJEB 2010, Key Perceived Barriers, Micro Enterprise Adoption