What is it about?

This research article attempts to rank the factors influencing continued e-Trading usage in Indian agriculture marketing. The Interactive Ranking Process is used to rank the factors enabling the adoption of electronic trading, the latest innovation in the oldest profession of agriculture. The scarce resources may be diverted to improve/encourage the higher-ranked factor.

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Why is it important?

The ranking process is the first of its kind application in agricultural e-trading.

Perspectives

A review of published literature has helped in identifying key factors influencing e-trading usage in agricultural marketing. The factors are ranked using the efficient Interpretive Ranking Process (IRP) methodology adopted in the context of agricultural marketing. Sixteen expert members, grouped into three different expert panels, have helped generate ranks and validation besides giving suggestions for improving e-trading usage in the context of the National Agriculture Market project (eNAM) in India. It has been found that the top factors influencing e-trading usage are 'Trust', 'Cost', 'Perceived Ease of Use', and 'Facilitating Conditions', respectively. These factors need to be supported with adequate resources to strengthen …

Mr Sanjay Chaudhary
Delhi Technological University

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This page is a summary of: Ranking the Factors Influencing e-Trading Usage in Agricultural Marketing, Global Journal of Flexible Systems Management, July 2021, Springer Science + Business Media,
DOI: 10.1007/s40171-021-00276-8.
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