Technology adoption readiness among fresh agricultural traders in using ecommerce platform in Malaysia

Siti Fadzillah Abdul Rahman, . and Tan, Peck Leong and Asyraftulhusna Md Isa, . (2024) Technology adoption readiness among fresh agricultural traders in using ecommerce platform in Malaysia. Journal Of Agribusiness Marketing (Malaysia), 13 (2). pp. 56-79. ISSN 2289-5671

Digitalization has revolutionized the world and impacted almost every industry, organization, and business. Hence, it is a big challenge to introduce e-commerce to agricultural trading. With the current advancements in technology, the implementation of e-commerce in agricultural trading, particularly for fresh produce, has become feasible. Nevertheless, the traders themselves remain the biggest hurdle to embarking on e-commerce and agricultural trading. Thus, it is imperative to determine factors affecting fresh agricultural traders’ technology adoption readiness. This study applied the Technological-OrganizationalEnvironmental (TOE) framework and a survey of 651 fresh produce traders registered under the Federal Agricultural Marketing Authority (FAMA) across Malaysia. Data collection was supported by FAMA, which facilitated access to traders through their database and farmer markets as well as assisted in distributing survey questionnaires. The findings revealed that Perceived Related Advantage (PRA) influences the traders to adopt e-commerce for the platform. Furthermore, Organizational Support (OS) must be available internally and externally to allow the e-commerce adoption of fresh agriculture. Lastly, Perceived Customer Pressure (PCUP) influences e-commerce adoption through the demand from the customers. Moreover, this study also discovered eight main problems and challenges faced by fresh agricultural traders in adopting e-commerce platforms. Therefore, this study argued that in ensuring the successful adoption of e-commerce agricultural trading in Malaysia, stakeholders and policymakers must introduce programs allowing agricultural traders to believe in and start using the e-commerce platforms. In short, fresh produce traders must be educated to accept the advantages of using an ecommerce platform and be given all the technological infrastructure support. Finally, the traders must also believe there is a demand from their customers to use the e-commerce platform.

Full text available from: Official URL: https://www.fama.gov.my/documents/20143/786669/2+R...

Abstract

Digitalization has revolutionized the world and impacted almost every industry, organization, and business. Hence, it is a big challenge to introduce e-commerce to agricultural trading. With the current advancements in technology, the implementation of e-commerce in agricultural trading, particularly for fresh produce, has become feasible. Nevertheless, the traders themselves remain the biggest hurdle to embarking on e-commerce and agricultural trading. Thus, it is imperative to determine factors affecting fresh agricultural traders’ technology adoption readiness. This study applied the Technological-OrganizationalEnvironmental (TOE) framework and a survey of 651 fresh produce traders registered under the Federal Agricultural Marketing Authority (FAMA) across Malaysia. Data collection was supported by FAMA, which facilitated access to traders through their database and farmer markets as well as assisted in distributing survey questionnaires. The findings revealed that Perceived Related Advantage (PRA) influences the traders to adopt e-commerce for the platform. Furthermore, Organizational Support (OS) must be available internally and externally to allow the e-commerce adoption of fresh agriculture. Lastly, Perceived Customer Pressure (PCUP) influences e-commerce adoption through the demand from the customers. Moreover, this study also discovered eight main problems and challenges faced by fresh agricultural traders in adopting e-commerce platforms. Therefore, this study argued that in ensuring the successful adoption of e-commerce agricultural trading in Malaysia, stakeholders and policymakers must introduce programs allowing agricultural traders to believe in and start using the e-commerce platforms. In short, fresh produce traders must be educated to accept the advantages of using an ecommerce platform and be given all the technological infrastructure support. Finally, the traders must also believe there is a demand from their customers to use the e-commerce platform.

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Item Type:	Article
AGROVOC Term:	technology adoption
AGROVOC Term:	farmers
AGROVOC Term:	literature reviews
AGROVOC Term:	data analysis
AGROVOC Term:	frameworks
Geographical Term:	Malaysia
Depositing User:	Nor Hasnita Abdul Samat
Date Deposited:	16 Mar 2026 06:35
Last Modified:	16 Mar 2026 06:35
URI:	http://webagris.upm.edu.my/id/eprint/25128

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