Agricultural Education Administration Research

Document Type : Research Paper

Authors

1 PhD s tudent, Department of Agriculture Extension and Education, Faculty of Agricultural, University of TarbiatModares Tehran, Iran

2 Professor, Agricultural Extension and Education, Department Of Agricultural Extension and Education, University Of Tehran, Karaj, Iran.

10.22092/jaear.2025.367071.2032

Abstract

Agriculture is one of the main pillars of the country's economy, and the need to examine e-commerce in this field is of significant importance. Given the importance of educating and raising awareness among producers about the necessity of implementing e-commerce models, this study aimed to analyze the educational needs of e-commerce architectures among cherry producers in Khorasan Razavi province. This province was selected due to its high cherry production and its exports to other countries. A mixed-methods research approach was employed in this study. In the qualitative phase, a document review and related literature analysis were conducted, and existing models were analyzed. Then, the theoretical model of the study was proposed based on the results of the qualitative analyses. In the quantitative phase, data were collected through a researcher-made questionnaire, whose validity was confirmed through a panel of experts and reliability was verified using the composite reliability index. Statistical analysis was conducted using SPSS and AMOS software. The statistical population of the study consisted of 1,365 cherry farmers in 2021, from which 300 were randomly selected as the sample. The results of second-order confirmatory factor analysis showed that the architectures of electronic auction systems, value chain service providers, and third-party markets had the highest alignment with the examined social system. Based on these findings, it is recommended that the Agricultural Jihad Organization increases farmers' awareness of the benefits of these models through promotional training sessions and enhances their efficiency and income by providing communication facilities. Additionally, holding meetings and training courses to build trust and implement these models in the province is emphasized

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