E Commerce, An Aspect Of Information Communications...

Small farms have an important part in the rapid expansion of the U.S. agricultural sector (USDA-NASS, 2015). Ninety-two percent of all farms in the United States are classified as small with small farms being defined as those with annual gross revenues of $250,000 or less (USDA-NASS, 2015). A way to increase the competitiveness of small farmers is to enhance their management practices and to expand their capacities through the use of tools such as electronic commerce (e-commerce) (Briggeman Whitacre, 2010; Roe et al., 2014). E-commerce, an aspect of information communications technology (ICT), is defined as the buying, selling, and marketing of goods and services online (Hua et al., 2015). E-commerce lowers costs, increases†¦show more content†¦Specifically, the motivation for this 20% of non-rational adopters (Bojnec Latruffe, 2013) has not been systematically categorized. Theories support economically non-rational reasons that small American farm farmers might adopt e-commerce; diffusion of innovations theory (Rogers, 2010) supports that farmers could adopt e-commerce out of a desire to imitate their peers, a form of social behaviorism detected in a previous study of small farm farmers (Palis, 2006). It could also be the case that the environment promotes e-commerce adoption at all costs (Hua et al., 2015). While these kinds of theories have been generally successful in explaining the economically rational as well as non-rational contexts of e-commerce technology adoption, they have not been applied to small American farm farmers. As a consequence, neither e-commerce vendors nor e-commerce policy-makers understand what is driving the adoption or non-ado ption of e-commerce in small farm management. It is especially of interest that among the 20% of e-commerce adoption among small farm farmers that the adoption is not driven by economically rational motivations (Bojeec Latruffe, 2013). Such theories have also not been applied to understanding why small farm farmers do not adopt e-commerce. There is sufficient E Commerce, An Aspect Of Information Communications... Small farms have an important part in the rapid expansion of the U.S. agricultural sector (USDA-NASS, 2015). Ninety-two percent of all farms in the United States are classified as small with small farms being defined as those with annual gross revenues of $250,000 or less (USDA-NASS, 2015). A way to increase the competitiveness of small farmers is to enhance their management practices and to expand their capacities through the use of tools such as electronic commerce (e-commerce) (Briggeman Whitacre, 2010; Roe et al., 2014). E-commerce, an aspect of information communications technology (ICT), is defined as the buying, selling, and marketing of goods and services online (Hua et al., 2015). E-commerce lowers costs, increases revenues, raises productivity, and brings access to new markets (Briggeman Whitacre, 2010; Roe et al., 2014). E-commerce has advantages for small farm farmers seeking to expand opportunities (Alston Pardey, 2014). However, the way in which e-commerce is strategically managed is not fully understood. Miles and Snow’s (2006) strategic typology offers a means of more systematically understanding, how and why small farm farmers make particular e-commerce management decisions. The typology is a concept used in strategic management to assist organizations with making strategic management decisions, it helps management to understand the type of organizational structure to adopt, and lastly it assists with determining what functional strategies areShow MoreRelatedE Commerce, An Aspect Of Information Communications Technology1335 Words   |  6 Pagescapacities through the use of tools such as electronic commerce (e-commerce) (Briggeman Whitacre, 2010; Roe et al., 2014). E-commerce, an aspect of information communications technology (ICT), is defined as the buying, selling, and marketing of goods and services online (Hua et al., 2015). E-commerce lowers costs, increases revenues, raises productivity, and brings access to new markets (Briggeman Whitacre, 2010; Roe et al., 2014). 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