Factors influencing e-marketplace adoption in agricultural micro-enterprises. (22nd September 2010)

• Record Type: Journal Article
• Authors: Brush, Gregory J.; McIntosh, Duncan
• Is Part Of: International journal of electronic business. Volume 8:Number 4/5(2010)
• Page Start: 405
• Page End: 432
• Publication Date: 2010-09-22
• Subjects: electronic business -- e-commerce adoption -- electronic channels -- e-marketplaces -- B2B trading -- business-to-business -- microenterprises -- agricultural firms -- New Zealand -- electronic commerce -- agriculture -- electronic marketplaces -- benefits -- motivation -- barriers -- pre-existing relationships -- risk perceptions -- ease of use -- infrastructure -- agent middlemen -- transaction costs -- market reach; Electronic commerce -- Periodicals; 658.05467805
• Languages: English
• ISSNs: 1470-6067

Abstract

Electronic marketplaces (e-marketplaces) present a business-tobusiness (B2B) trading environment where firms can benefit from increased choice among trading partners, and other efficiencies gained through electronic exchange. B2B e-marketplaces have only recently emerged in New Zealand; however, there is already doubt whether predicted benefits are being realised. The study draws on Tornatzky and Fleischer's (1990) adoption model to explore motivations and barriers to e-marketplace adoption that agricultural micro-enterprises experience. Key barriers include conflict with pre-existing relationships, risk perceptions, ease of use and infrastructure problems. Dominant motivations include the ability to exclude agent middlemen, a reduction in transaction costs, and market reach.