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rural e-marketing in Iran;Modeling villagers’ intention and clustering rural regions

Information Processing in Agriculture 2021年第1期8卷 105-133页

作者： Seyed Jaber Alavion Ahmad Taghdisi Faculty of Geographical Sciences and Planning University of IsfahanIsfahanIran

The rural population of Iran has a serious need for ICT application to launch e-marketing in order to increase *** important point is that most villagers are small holders,and an e-marketing model should be proposed which is adopted and can be ***,the purpose of the present study was modeling villagers’intention to adopt e-marketing and performing rural provincial *** were collected from approximately 1000 villages with ICToffices in all *** research model was designed in a way that the Theory of Planned Behavior(TPB)was developed,and rural economy Geography was added as ***,the Geographic Model of Planned Behavior(GeoTPB)was *** innovation of the current research is in using a combined model(behavioral and geographical)to adopt rural technology,which has presented a better understanding of ***,a two-stage structural equation modeling approach was used,which means that since the model was large and complicated,in the first stage,the non-significant paths were removed,and in the second stage,the model was simplified and proposed with the significant *** model predicted 76%of villagers’intention to adopt ***,the K-means clustering showed that based on economic and behavioral factors,the rural districts of Iran constituted 6 *** interesting point was that the southern and southeastern provinces of Iran,which have been reported by the statistics center to be the less developed areas,were found to be the superior cluster in e-marketing adoption in the results of the current ***,the villages of Sistan and Baluchestan and Hormozgan provinces will be suitable as pilot provinces for e-marketing *** the results of the GeoTPB model,priority would better be given to villages with appropriate access and a population with the potential to use ***,regarding the government’s aim to develop rural bus

关键词： Structural equation modelling K-means clustering rural e-marketing Intention to adopt rural ICT offices Iran

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