Application of Theory of Planned Behavior on E-Marketing Adoption by Agricultural Experts

The present study analyses factors which affect agricultural experts moving toward agricultural e-marketing users. During a correlation-descriptive research، variables of the study were prioritized through Theory of Planned Behavior (TPB) and correlation between variables and adoption was computed and finally the most effective variables on adoption were determined by logistic regression. Results showed that all three cases including behavioral belief (Attitude)، normative belief (Subjective norm) and control belief (Perceived Behavioral Control) were effective on adoption. Among personal abilities and skills، engagement in agricultural jobs had the most effect on adoption which was related to control belief of the respondents. After that، positive belief toward e-marketing and believing that it is effective on decreasing traditional interferences were respectively variables related to behavioral belief which had more important role in forming attitude of experts. Finally، agricultural companies were the most effective variables on subjective norm of experts among other effective components of agricultural market included in normative belief. Respondents in such status selected network of agricultural advisory service companies which had an interference role between producers and customers as a proper option in e-marketing for local farmers. In this case، companies could merely deal with providing information of farmers’ products to suppliants through internet sites without direct role in buying and selling.