Cristóbal Fransi E., Montegut-Salla Y., Ferrer-Rosell B., Daries N. (2020). Rural cooperatives in the digital age: an analysis of the Internet presence and degree of maturity of agri-food cooperatives' e-commerce. Journal of rural studies, 01/02/2020, vol. 74, p. 55-66.
https://doi.org/10.1016/j.jrurstud.2019.11.011
https://doi.org/10.1016/j.jrurstud.2019.11.011
Titre : | Rural cooperatives in the digital age: an analysis of the Internet presence and degree of maturity of agri-food cooperatives' e-commerce (2020) |
Auteurs : | E. Cristóbal Fransi ; Y. Montegut-Salla ; B. Ferrer-Rosell ; N. Daries |
Type de document : | Article |
Dans : | Journal of rural studies (vol. 74, February 2020) |
Article en page(s) : | p. 55-66 |
Langues : | Anglais |
Langues du résumé : | Anglais |
Catégories : |
Catégories principales 11 - COMMERCE ; 11.2 - Commercialisation. Distribution ; 11.1 - Commerce (général ou théorique)Thésaurus IAMM COMMERCE ELECTRONIQUE ; COOPERATIVE AGRICOLE ; ACTIVITE COOPERATIVE ; MILIEU RURAL ; INTERNET ; SITE WEB ; SYSTEME AGROALIMENTAIRE ; ANALYSE DE CONTENU |
Résumé : | The aim of this article is to determine whether the websites belonging to agri-food cooperatives facilitate effective communication in an online environment and are adapted to e-commerce. To this end, a model is proposed for analysing these websites based on the content analysis method, and structured according to the following dimensions: Information, Communication, E-Commerce and Additional Functions. In addition, eMICA methodology (extended Model of Internet Commerce Adoption) is applied to study the degree of maturity of this type of organization. The two methods are ultimately integrated with a principal component analysis (PCA). The model was applied to 104 cooperatives with an online presence. The results indicate that although oil cooperatives are better prepared than their wine and fruit counterparts, all of these companies still have a long way to go when it comes to facilitating effective communication and interaction with their target public. The theoretical contribution of the article, its implications for management, the limitations of the study and future lines of research are also presented. |
Cote : | Réservé lecteur CIHEAM |
URL / DOI : | https://doi.org/10.1016/j.jrurstud.2019.11.011 |