E-commerce in Agriculture: A Study on Adoption Intentions and Challenges for Farmers in Pakistan

Ali Raza; Xueyan Liu; Abdul Qadeer khan

doi:10.63313/EBM.9055

Authors

Ali Raza School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing, China Author
Xueyan Liu School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing, China Author
Abdul Qadeer khan School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing, China Author

DOI:

https://doi.org/10.63313/EBM.9055

Keywords:

E-commerce adoption, digital literacy, Technology Acceptance Model, so-cio-economic factors, agricultural sustainability, rural development, agricultural technology

Abstract

This study applies an extended Technology Acceptance Model (TAM) to examine how Household Income, Farm Size, and Digital Literacy influence rural farmers’ intentions to adopt E-commerce in Pakistan. Based on a quantitative survey of 304 farmers, the study explores the effects of these socioeconomic and technological factors on Perceived Ease of Use, Perceived Usefulness, Attitude, and ultimately, Intention to Adopt E-commerce. Results reveal that higher-income households and those with larger farms are 25–30% more likely to adopt E-commerce, underlining the importance of financial capacity and operational scale. Digital Literacy signif-icantly enhances perceptions of ease and usefulness, which in turn positively shape attitudes and intentions. The model explains a moderate portion of variance (R² = 0.23 to 0.31), indicating that additional factors—such as trust in online sys-tems, accessibility, and community support—warrant further study. The findings suggest that targeted digital literacy initiatives and financial support could reduce barriers to adoption, while E-commerce platforms must be simplified and tailored to rural users. This research deepens the understanding of rural digital inclusion and offers guidance for future interventions.

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