Rural E-marketing in Iran; Modeling villagers' intention and clustering rural regions

Alavion, 2012, An overview of the electronic agricultural studies in trading and marketing sections, Agric Manage/Lucrari Stiintifice Seria I Manage Agricol, 14, 123 Ramirez, 2017, Bringing produce to the people: implementing a social marketing food access intervention in rural food deserts, J Nutrit Educat Behav, 49, 166, 10.1016/j.jneb.2016.10.017 Pant, 2017, Broadband for a sustainable digital future of rural communities: a reflexive interactive assessment, J Rural Stud, 54, 435, 10.1016/j.jrurstud.2016.09.003 Roberts, 2017, A review of the rural-digital policy agenda from a community resilience perspective, J Rural Stud, 54, 372, 10.1016/j.jrurstud.2016.03.001 Nieto, 2014, Marketing decisions, customer reviews, and business performance: the use of the Toprural website by Spanish rural lodging establishments, Tourism Manage, 45, 115, 10.1016/j.tourman.2014.03.009 Cosciug, 2017, Development trends and promotion methods of the rural tourism in the Republic of Moldova, Agric Manage/Lucrari Stiintifice Seria I, Manage Agricol, 60, 237 Ashraf, 2016, An illustration of information communication technology (ICT)-mediated innovation–adoption–implementation in rural Bangladesh, Tékhne, 14, 45, 10.1016/j.tekhne.2016.04.003 Behera, 2015, Information communication technology promoting retail marketing in agriculture sector in India as a study, Procedia Comput Sci, 48, 652, 10.1016/j.procs.2015.04.148 Munthali, 2018, Innovation intermediation in a digital age: Comparing public and private new-ICT platforms for agricultural extension in Ghana, NJAS-Wageningen J Life Sci, 86, 64, 10.1016/j.njas.2018.05.001 Karippacheril, 2013, Serving the poor: Multisided mobile service platforms, openness, competition, collaboration and the struggle for leadership, Telecommun Pol, 37, 24, 10.1016/j.telpol.2012.06.001 Kshetri, 2016, Creation, deployment, diffusion and export of Sub-Saharan Africa-originated information technology-related innovations, Int J Inf Manage, 36, 1274, 10.1016/j.ijinfomgt.2016.09.003 Jalali, 2011, A new applicable model of Iran rural e-commerce development, Procedia Comput Sci, 3, 1157, 10.1016/j.procs.2010.12.187 Statistical Center of Iran. Annual statistical year book, Tehran: Statistical Center of Iran. 2016 [in Persian]. Alavion, 2017, Adoption of agricultural E-marketing: application of the theory of planned behavior, J Int Food Agribusiness Marketing, 29, 1, 10.1080/08974438.2016.1229242 Premkumar, 1999, Adoption of new information technologies in rural small businesses, Omega, 27, 467, 10.1016/S0305-0483(98)00071-1 LaRose, 2007, Closing the rural broadband gap: promoting adoption of the Internet in rural America, Telecommun Pol, 31, 359, 10.1016/j.telpol.2007.04.004 Aubert, 2012, IT as enabler of sustainable farming: An empirical analysis of farmers' adoption decision of precision agriculture technology, Decis Support Syst, 54, 510, 10.1016/j.dss.2012.07.002 Fecke, 2018, E-commerce in agriculture – the case of crop protection product purchases in a discrete choice experiment, Comput Electron Agric, 151, 126, 10.1016/j.compag.2018.05.032 Wei, 2008, The adoption and use of mobile phone in rural China: a case study of Hubei, China, Telemat Inform, 25, 169, 10.1016/j.tele.2006.10.001 Liu J, Liu Y, Rau PL, Li H, Wang X, Li D. How socio-economic structure influences rural users' acceptance of mobile entertainment. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. New York, USA; 2010. p. 2203–2212. Liu, 2014, An empirical investigation of mobile government adoption in rural China: a case study in Zhejiang province, Govern Inform Quart, 31, 432, 10.1016/j.giq.2014.02.008 Adnan, 2018, A solution for the sunset industry: adoption of Green Fertilizer Technology amongst Malaysian paddy farmers, Land Use Pol, 79, 575, 10.1016/j.landusepol.2018.08.033 Jamaluddin, 2013, Adoption of e-commerce practices among the Indian farmers, a survey of Trichy district in the State of Tamilnadu, India, Procedia Econ Financ, 7, 140, 10.1016/S2212-5671(13)00228-1 Khalili, 2008, Factors affecting the degree of ICT adoption in the ICT integrated services center of gharanabad village in golestan province of IRAN, Village Dev, 11, 51 Alavion, 2013, Socio-cultural characteristics of rice e-marketing users (case of Rasht Township, Iran), J Central Eur Agric, 14, 400, 10.5513/JCEA01/14.1.1214 Masouleh, 2014, Operational indicators for measuring organizational e-readiness based on fuzzy logic: a challenge in the Agricultural Organization of Guilan Province, Iran, Inform Process Agric, 2, 115 Lashgarara, 2012, Effective factors on the villagers use of rural telecentres (case study of Hamadan province, Iran), Afr J Agric Res, 7, 2034 Alibaygi, 2011, Effectiveness of rural ICT centers: a perspective from west of Iran, Procedia Comput Sci, 3, 1184, 10.1016/j.procs.2010.12.191 Arayesh, 2015, Investigating the financial and legal-security infrastructure affecting the electronic marketing of agricultural products in Ilam Province, Procedia-Soc Behav Sci, 205, 542, 10.1016/j.sbspro.2015.09.071 Bakhshizadeh, 2011, Rural ICT interactive planning in Ardabil province: Sardabeh case study, Procedia Comput Sci, 3, 254, 10.1016/j.procs.2010.12.043 Mahmoudi Meimand, 2012, E-Commerce admission obstacles in the industry of dried fruits export, case study: east Azerbaijan Province, J Product Manage, 5, 179 Kord, 2013, Review the factors affecting on development of rural entrepreneurship in Sistan and Baluchestan Province (with focus on developing rural growth centers, developing in formation and communication technologies and empowerment of rural women), Geogr Dev, 11, 1 Salari, 2018, Survey the factors affecting adoption of information and communication technology by saffron farmer (Case Study: Rurals of Torbat Heydareih Region), J Rural Dev Strat., 5, 531 Dehghani, 2018, Investigating and analyzing performance of ICT offices in providing services to rural regions (case study: rural regions of Jiroft Township), J Studi Human Settlements Plan, 13, 411 Alavion SJ, Taghdisi A. Analysis of rural E-marketing based on geographic model of planned behavior. Geographical Space. 2021; 21(73). [In Persian with English abstract]. Ajzen, 1991, The theory of planned behavior, Organ Behav Hum Decis Process, 50, 179, 10.1016/0749-5978(91)90020-T Bruijnis, 2013, Dairy farmers' attitudes and intentions towards improving dairy cow foot health, Livestock Sci, 155, 103, 10.1016/j.livsci.2013.04.005 Kauppinen, 2012, Farmer attitude toward improvement of animal welfare is correlated with piglet production parameters, Livestock Sci, 143, 142, 10.1016/j.livsci.2011.09.011 Poppenborg, 2013, Do attitudes toward ecosystem services determine agricultural land use practices? An analysis of farmers’ decision-making in a South Korean watershed, Land Use Pol, 31, 422, 10.1016/j.landusepol.2012.08.007 Liu, 2013, Rural public acceptance of renewable energy deployment: the case of Shandong in China, Appl Energy, 102, 1187, 10.1016/j.apenergy.2012.06.057 Read, 2013, The theory of planned behaviour as a model for predicting public opposition to wind farm developments, J Environ Psychol, 36, 70, 10.1016/j.jenvp.2013.07.001 Li, 2013, Farmers' willingness to convert traditional houses to solar houses in rural areas: a survey of 465 households in Chongqing China, J Energy Pol, 63, 882, 10.1016/j.enpol.2013.09.004 Borges, 2014, Understanding farmers’ intention to adopt improved natural grassland using the theory of planned behavior, Livestock Sci, 169, 163, 10.1016/j.livsci.2014.09.014 Senger, 2017, Using the theory of planned behavior to understand the intention of small farmers in diversifying their agricultural production, J Rural Stud, 49, 32, 10.1016/j.jrurstud.2016.10.006 Wauters, 2010, Adoption of soil conservation practices in Belgium: an examination of the theory of planned behavior in the agri-environmental domain, Land Use Pol, 27, 86, 10.1016/j.landusepol.2009.02.009 Zeweld, 2017, Smallholder farmers' behavioural intentions towards sustainable agricultural practices, J Environ Manage, 187, 71, 10.1016/j.jenvman.2016.11.014 Strambach S, Doring L. Geographic Theory of Planned Behavior (GeoTPB): An Interdisciplinary Approach for the Explanation of Mobility Behavior. Link: https://www.uni-marburg.de/de/fb19/forschung/reihen/geofocus-marburg-pdf/geofocus5.pdf. 2009 (publishing time)/2020 (referencing time). Wang, 2015, A comparison of perceived and geographic access to predict urban park use, Cities, 42, 85, 10.1016/j.cities.2014.10.003 Nouri, 2016, Analyzing effective factors on villagers’ behavior to apply educational services in Guilan Province, J Res Rural Plan, 4, 163 FAO. Digital technologies in agriculture and rural areas. Rome: Food and Agriculture Organization of the United Nations; 2019. USAD. Rural Economic Development Innovation. Washington: U.S. Department of Agriculture; 2019. ENRD. EU RURAL REVIEW. Luxembourg: European Network for Rural Development; 2019. Lin, Y. E-urbanism: E-commerce, migration, and the transformation of Taobao villages in urban China. Cities. 2019;91:202–212. Moriset, 2020, e-Business and e-Commerce. International Encyclopedia of Human Geography, 4, 1 Alavion, 2014, Application of theory of planned behavior on e-marketing adoption by agricultural experts, Org Resour Manage Res, 4, 107 Schmitt, 1999, Economic geography and contemporary rural dynamics: an empirical test on some French regions, Reg Stud, 33, 697, 10.1080/00343409950079160 Galloway, 2011, Rural small firms' use of the internet: from global to local, J Rural Stud, 27, 254, 10.1016/j.jrurstud.2011.05.005 Harrison, 2012, From places to flows? Planning for the new ‘regional world’ in Germany, Eur Urban Reg Stud, 21, 21, 10.1177/0969776412441191 Zhang Y, Long H, Ma L, Tu S, Li Y, Ge D. Analysis of rural economic restructuring driven by e-commerce based on the space of flows: the case of Xiaying village in central China. Journal of Rural Studies; 2018 [In Press, Available online 17 December 2018]. Burton, 2004, Reconceptualising the behavioral approach in agricultural studies: a socio-psychological perspective, J Rural Stud, 20, 359, 10.1016/j.jrurstud.2003.12.001 Borges, 2016, Using the theory of planned behavior to identify key beliefs underlying Brazilian cattle farmers’ intention to use improved natural grassland: a MIMIC modelling approach, Land Use Pol, 55, 193, 10.1016/j.landusepol.2016.04.004 Hyland, 2018, Factors influencing dairy farmers’ adoption of best management grazing practices, Land Use Pol, 78, 562, 10.1016/j.landusepol.2018.07.006 Rezaei, 2018, Rural households' renewable energy usage intention in Iran: extending the unified theory of acceptance and use of technology, Renew Energy, 122, 382, 10.1016/j.renene.2018.02.011 Wang, 2018, The theory of planned behavior as a model for understanding tourists’ responsible environmental behaviors: the moderating role of environmental interpretations, J Cleaner Prod, 194, 425, 10.1016/j.jclepro.2018.05.171 Wang, 2019, Analysis of the environmental behavior of farmers for non-point source pollution control and management: an integration of the theory of planned behavior and the protection motivation theory, J Environ Manage, 237, 15, 10.1016/j.jenvman.2019.02.070 Agarwal, 2009, Measuring the determinants of relative economic performance of rural areas, J Rural Stud, 25, 309, 10.1016/j.jrurstud.2009.02.003 Agarwal, 2018, Do rural roads create pathways out of poverty? Evidence from India, J Dev Econ, 133, 375, 10.1016/j.jdeveco.2018.01.004 Qin, 2016, The road to specialization in agricultural production: Evidence from rural China, World Dev, 77, 1, 10.1016/j.worlddev.2015.08.007 Dorosh, 2010, Crop production and road connectivity in Sub-Saharan Africa: a spatial analysis, World Bank Working Paper., No, 5385 Samuel, 2019, A GIS-based analysis of geographical accessibility to shared information and communications technology (ICT) infrastructure in a remote region of Nigeria, Afr J Sci Technol Innovat Dev, 11, 121, 10.1080/20421338.2018.1550935 Philip, 2019, Remote rural home based businesses and digital inequalities: understanding needs and expectations in a digitally underserved community, J Rural Stud, 68, 306, 10.1016/j.jrurstud.2018.09.011 Bitsani, 2014, Perceptions of rural tour marketing to sustainable tourism in Central Eastern Europe. The case study of Istria, Croatia, Procedia-Soc Behav Sci, 148, 362, 10.1016/j.sbspro.2014.07.054 Chaabouni, 2019, China's regional tourism efficiency: A two-stage double bootstrap data envelopment analysis, J Destinat Market Manage, 11, 183 Shen, 2019, Rurality and rural tourism development in China, Tourism Manage Perspect, 30, 98, 10.1016/j.tmp.2019.02.006 Ali, 2011, Information and communication technologies (ICTs) and farmers’ decision-making across the agricultural supply chain, Int J Inf Manage, 31, 149, 10.1016/j.ijinfomgt.2010.07.008 Aklin, 2018, Economics of household technology adoption in developing countries: evidence from solar technology adoption in rural India, Energy Econ, 72, 35, 10.1016/j.eneco.2018.02.011 Wossen, 2019, Poverty reduction effects of agricultural technology adoption: the case of improved cassava varieties in Nigeria, J Agric Econ, 70, 392, 10.1111/1477-9552.12296 Tonny, 2019, Use of ICT in decision making of agricultural marketing: Factors determining of farmers’ involvement, J Bangladesh Agricultural University, 17, 226, 10.3329/jbau.v17i2.41973 Mishra, 2019, Women Empowerment through Digital Technology, J Account Finance Market Technol, 2, 38 Yu, 2019, China's E-Commerce: Empowering Rural Women?, The China Quart, 238, 418, 10.1017/S0305741018001819 Topimin, 2019, Gender sensitivity and enterprise support programmers: the experience of Bumiputera Women Handicraft Entrepreneurs in SABAH, J Business Innovat, 4, 66 Fao. The future of food and agriculture: Trends and challenges. Rome: Food and Agriculture Organization of the United Nations; 2017. Li, 2019, Effects of population, urbanization, household size, and income on electric appliance adoption in the Chinese residential sector towards 2050, Appl Energy, 236, 293, 10.1016/j.apenergy.2018.11.088 Mahajan, 2019, Digital India: empowering to rural economy, J Soc Sci Multidiscipl Manage Stud, 2, 37 Ecommerce Foundation. Global Ecommerce Report. Netherlands: Ecommerce Foundation; 2018. Hair JF, Black WC, Babin BJ. Anderson RE. Multivariate Data Analysis. New Jersey, Pearson Prentice Hall; 2010. p. 34–37. Rucker D, Preacher K, Tormala Z, Petty R. Mediation analysis in social psychology: current practices and new recommendations. Social Personal Psychol Compass 2011;5)6(:359–71. Cao, 2018, How can Chinese international students’ host-national contact contribute to social connectedness, social support and reduced prejudice in the mainstream society? Testing a moderated mediation model, Int J Intercult Relat, 63, 43, 10.1016/j.ijintrel.2017.12.002 Rezaei Motlagh, 2018, Investigating the effect of forestry road network development on services to communities in forest villages (Case study: Chegeni region of Lorestan province), J Forest Res Dev, 4, 257 Shankar, 2020, How do electronic word of mouth practices contribute to mobile banking adoption?, J Retail Consum Serv, 52, 101, 10.1016/j.jretconser.2019.101920 Cheung, 2008, Testing mediation and suppression effects of latent variables: bootstrapping with structural equation models, Org Res Methods, 11, 296, 10.1177/1094428107300343 Woody, 2011, Perspective on evaluating mediation: what every clinical researcher needs to know, J Exp Psychopathol, 2, 210, 10.5127/jep.010410 Hooper, 2008, Structural equation modelling: Guidelines for determining model fit, Electron J Business Res Methods, 6, 53 Safi Y, Karami-Dehkordi E, Hosseini SM. Analyzing the social capital of actors and information sources of agricultural innovation systems in adopting innovations by farmers: an investigation in the Shabestar township of the EAST AZARBAYEJAN Province. J Agricul Extension Educat Res 2014;35–49 [In Persian with English abstract]. ZamaniMiandashti, 2014, The influence of telecenters on rural life and their success correlates: lessons from a case study in Iran, Technovation., 34, 306, 10.1016/j.technovation.2013.06.011 Seydaie, 2015, Factor analysis of effective variables on the job satisfaction of managers of rural information and communication technology offices in Guilan Province, J Res Rural Plan, 4, 173 Statistical Center of Iran. Annual statistical year book, Tehran: Statistical Center of Iran; 2018 [In Persian]. Shafiei Sabet, 2017, Urban-rural reciprocal interaction potential to develop weekly markets and regional development in Iran, Habitat Int, 61, 31, 10.1016/j.habitatint.2017.01.003 Mirlotfi M, Kamanbaz M. Relationship analysis of road markets with socio-economic stability of villages in Sistan region. Researches in Geographical Sciences. 2017;17(46):1–21 (In Persian with English abstract). Sadatasl, 2018, Distribution of Rural Tourism Income between Key Sectors of the Economy, Tour Manage Stud, 13, 137 Anabestani A, mozaffari Z. Explaining the Factors Influencing the Attitude of Villagers to Agricultural Tourism (Case Study: Sample Tourism Villages of Fazl Village, Neishabour Township). J Tour Plan Dev. 2018;7(24):123–145 [In Persian with English abstract]. Varmazyari, 2017, An analysis of preferred agro-tourist activities and services case study: Tourists in the East Alamut, J Tourism Plan Dev, 6, 77 Khani, 2018, Evaluation of the factors affecting the entrepreneurship adoption among rural communities (Case study: Kan-Souleghan), Human Geogr Res, 49, 917 Movahedi, 2017, Investigating factors affecting farmers’ adoption of pressurized irrigation technology in Asadabad County, Hamedan Province, Iran J Water Res Agricult, 31, 287 Taragola, 2010, Factors affecting the Internet behaviour of horticultural growers in Flanders, Belgium, Comput Electron Agricult, 70, 369, 10.1016/j.compag.2009.09.004 Manson, 2016, Modeling the effect of social networks on adoption of multifunctional agriculture, Environ Modell Software, 75, 388, 10.1016/j.envsoft.2014.09.015 Menon, 2010, Art of marketing village crafts; challenges in applying quantitative marketing to resist recession, Int Rev Bus Res Pap., 6, 196 Pick, 2015, United States digital divide: State level analysis of spatial clustering and multivariate determinants of ICT utilization, Socio-Econ Plan Sci, 49, 16, 10.1016/j.seps.2014.09.001 Gao, 2019, Demystifying the geography of income inequality in rural China: a transitional framework, Journal of Rural Studies, 10.1016/j.jrurstud.2019.01.010 Raeisi, 2018, The mediating role of environmental emotions in transition from knowledge to sustainable use of groundwater resources in Iran's agriculture, Int Soil Water Conserv Res, 6, 143, 10.1016/j.iswcr.2018.01.002 Eslami, 2014, A survey on the factors affecting use of e-commerce in medium industries in fisheries industry of Sistan and Baluchestan, Epistemologia, 11, 102 Abdollahzadeh, 2016, Motivations for adopting biological control among Iranian rice farmers, Crop Prot, 80, 42, 10.1016/j.cropro.2015.10.021 Bucciarelli, 2010, What role for education and training in technology adoption under an advanced socio-economic perspective?, Procedia-Soc Behav Sci, 9, 573, 10.1016/j.sbspro.2010.12.199 Nishida, 2014, Japan׳s prefectural digital divide: a multivariate and spatial analysis, Telecommun Pol, 38, 992, 10.1016/j.telpol.2014.05.004 UNCTAD. Digitalization, Trade and Development. New York: United Nations Conference on Trade and Development; 2017.