The Appropriate Model of E-commerce in The Agricultural Sector
Subject Areas : Agricultural Economics Research
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Keywords: Digital Marketing, Agricultural Products, Information and Communication Technology,
Abstract :
Fourth-generation marketing, or digital marketing, with an emphasis on horizontal marketing, describes the stages of the customer experience: awareness, attraction, inquiry, action, and support. Suggested strategies to guide the customer between the mentioned stages include attraction, curiosity, commitment and dependence. This research has studied the effective components in attractiveness, content production, knowledge of communication channels and their impact on the online purchase of agricultural products and finally investigated the possibility of customer support. The research data was collected in 2023 through an electronic questionnaire. Confirmatory factor analysis was used to analyze the internal structure of the questionnaire and discover the constituent factors of each structure or latent variable. Hypotheses were tested using the Partial Least Square method. And Smart PLS software was used. The test of research hypotheses shows that dry fruit quality assurance, order-based production and public benefit activities are effective in the attractiveness of the site. Also, the attractiveness of the site, the creation of content by the production expert and the presence in social media are effective in online shopping, and if the customer is satisfied with the purchase, the customer will support the site.
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