Social Impacts, Capacity and Awareness on the Intention to Participate in the Digitalization of e-Agriculture on e-Commerce Platforms: A Case Study of Durian Households in Tien Giang Province, Vietnam

Nguyen Phuong Quang

DOI 10.7160/aol.2025.170308
No 3/2025, September
pp. 89-102

Quang, N. P. (2025) "Social Impacts, Capacity and Awareness on the Intention to Participate in the Digitalization of e-Agriculture on e-Commerce Platforms: A Case Study of Durian Households in Tien Giang Province, Vietnam", AGRIS on-line Papers in Economics and Informatics, Vol. 17, No. 3, pp. 89-102. ISSN 1804-1930. DOI 10.7160/aol.2025.170308.

Abstract

The study provides a new perspective for the entire investigation, providing an overview of the theoretical implications related to behavior, participation intent, and the digitization of e-agriculture on e-commerce platforms. In addition, the main point is the approach of durian farmers specifically in Tien Giang province, about the intention to participate in e-agriculture. This study presents relevant factors that have an impact on the intention to participate in e-agriculture, specifically durian farmers. From the actual situation of agriculture in the Mekong Delta, typically Tien Giang province. Especially the theoretical of agriculture, e-agriculture and the intention to participate in e-agriculture on the e-commerce platform, an empirical approach in Tien Giang province, Vietnam. The model proposes factors including Social Impact for Agriculture, Adaptive Capacity, Agriculture Awareness, Digitalizations of e-agriculture, e-agriculture on e-commerce has a positive impact on the intention to participate in e-agriculture on e-commerce platforms. This research data was surveyed by direct interviews with 210 durian farmers in Cai Be district of Tien Giang province. Research methods using PLS-SEM. The results of the study show that the factors that have an impact on the intention to participate in e-agriculture on the e-commerce platform: The case of durian farmers. From the fact that this study serves as a premise and proposes implications that are appropriate for further studies on the intention to participate in e-agriculture on the e-commerce platform, related to the intention to participate (e-agriculture) of farmers, especially durian fruit e-agricultural products. An experimental evidence in Tien Giang province, Vietnam.

Keywords

Agriculture, digitalization, electronic, e-agriculture, e-commerce, durian households, intention.

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