Educational Needs of Jahrom Citrus Producers towards Agricultural E-commerce: Application of Borich and Quadrant Models

The purpose of the study was to identify and prioritize the educational needs of Jahrom citrus producers towards agricultural e-commerce with application of the Borich need assessment model and the Quadrant analysis model. The required data were collected using a survey method with questionnaire and a sample of 60 experts in horticulture and agricultural economics of Shiraz and Jahrom Agricultural Jahad Administrations and 270 Jahrom citrus producers. To selection of Agricultural Jahad experts, were used random sampling method and to selection of citrus growers, stratified random sampling method. Face validity of the questionnaire confirmed by a panel of experts and its scales' reliability were evaluated using a pilot test and calculating Cronbach's Alpha coefficient. According to the results, experts had a correct understanding of citrus producers’ e-commerce educational needs and also citrus producers had a correct understanding of their e-commerce educational needs. In this regard, the results indicate proficiency towards working with computer and internet, understanding the methods of e-commerce for agricultural products, understanding the legal laws of e-commerce, the basic literacy of English language, understanding safe electronic payment methods, the ability to create and manage a weblog for the firm and skills in contracting business contracts are seven definitive e-commerce educational needs of citrus producers. Therefore, it is recommended that create or strengthen of these competencies are placed on the top of the educational and extensional programs of e-commerce.