Factors influencing the adoption of digital sales support tools in short food supply chains by agricultural producers

Sylvie Michel (), Marc Ohana and François Cocula ()
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Sylvie Michel: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux, UB - Université de Bordeaux
Marc Ohana: Kedge BS - Kedge Business School
François Cocula: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux, UB - Université de Bordeaux

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Abstract: Purpose This study aims to develop a framework for the adoption of digital sales support tools in short food supply chains within the agricultural sector, based on the Technology Acceptance Model-Technology-Organization-Environment framework. Design/methodology/approach The research used a mixed-methods approach. First, a qualitative phase, involving 15 semi-structured interviews, informed the development of a conceptual model. Second, a quantitative phase tested the model using structural equation modeling. Findings The validated model confirms the hypothesized relationships between the intention to adopt and various technological, organizational and environmental factors. These factors include perceived ease of use, perceived usefulness, financial resources, human factors and market pressure. Interestingly, greater financial resources were found to have a negative relationship with adoption intentions. Furthermore, mimetic behaviors emerged as a significant driver of adoption. Originality/value This research suggests that public authorities aiming to promote digitization within farmers' value chains can leverage these findings to foster adoption.

Keywords: Agriculture; TAM; Technology-Organization-Environment; Short food supply chains; TAM Digital sales support tools; TAM Digital sales support tools Short food supply chains Agriculture Technology-Organization-Environment TAM; Digital sales support tools (search for similar items in EconPapers)
Date: 2025-10-14
Note: View the original document on HAL open archive server: https://hal.science/hal-05438588v1
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Published in European Business Review, 2025, 37 (6), pp.1017-1039. ⟨10.1108/EBR-03-2025-0093⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05438588

DOI: 10.1108/EBR-03-2025-0093

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