Document Type : Research Paper
Authors
1 Department of Agriculture Extension and Education, Faculty of Agricultural, University of TarbiatModares, Vardavard, Iran
2 Professor, Agricultural Extension and Education, Department Of Agricultural Extension and Education, University Of Tehran, Karaj, Iran.
Abstract
Since agriculture is considered one of the key sectors of the country's economy, the lack of studies on e-commerce in the agricultural field highlights the necessity of addressing this issue. Given that teaching any phenomenon requires prerequisites for its application by the learner, this study aimed to examine the educational requirements of various e-commerce architecture models tailored to the needs of cherry producers in Khorasan Razavi Province. The statistical population of this research consisted of all cherry orchard owners in Khorasan Razavi Province, totaling 1365 orchardists. A stratified sampling method with proportional allocation was employed, and 300 orchardists were selected as the sample. Considering the known population size, it was feasible to use sampling methods with a fixed population assumption. The sampling was conducted randomly. The primary data collection tool was a researcher-made questionnaire, whose validity was assessed through expert panel opinions, and reliability was confirmed via Cronbach’s alpha coefficient and composite reliability index, with all constructs scoring above 0.7 Data were processed using SPSS version 25 and AMOS version 24 software. The findings of the second-order confirmatory factor analysis indicate that the research data align well with the factorial structure and the research infrastructure, demonstrating the compatibility of the questions with theoretical constructs. Furthermore, the results of the second-order confirmatory factor analysis reveal that among various e-commerce architectures used by cherry producers, electronic auction models, value chain service providers, and third-party marketplaces had the highest weights and the greatest alignment with the studied social system compared to other architectures.
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