Analysing farmers' intention to adopt web marketing under a technology-organisation-environment perspective: A case study in Italy
This study explores the factors that affect the intention to adopt web marketing (WM) at farm level as an innovation for business purposes. Data were collected from a direct survey among Italian farmers. The paper applies the Technology-Organisation-Environment (TOE) framework. Among the variables c...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Czech Academy of Agricultural Sciences
2020-05-01
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| Series: | Agricultural Economics (AGRICECON) |
| Subjects: | |
| Online Access: | https://agricecon.agriculturejournals.cz/artkey/age-202005-0004_analysing-farmers-intention-to-adopt-web-marketing-under-a-technology-organisation-environment-perspective-a.php |