Abstract
E-commerce is a well-known global success phenomenon, and it is also gaining popularity in Indian Agriculture sector in the form of B2B e-commerce. The electronic National Agricultural Marketing (eNAM) initiative of the Government of India is emerging as a viable solution to the highly fragmented and inefficient supply chain about agricultural marketing in India. This B2B E-commerce platform provides more sale options to farmers, increase direct access to markets, reduce intermediation costs and promote common procedures, scientific storage, and quality grading within a better supply chain. To realize the benefits of eNAM, its high adoption is a prerequisite. In this chapter, the constructs “Performance Expectancy”, “Effort Expectancy”, “Social Influence”, “Facilitating Conditions”, “Behavioural Intention”, “Trust”, and “Cost” of the adoption framework relevant to the Indian agriculture sector are discussed with the support of a pilot study. The relationship between the adoption factors and intention to adopt is analyzed using analysis of data collected through an opinion survey conducted in the Meerut wholesale market in Uttar Pradesh (UP). It is expected that the study helps in understanding the online behavior of adopters and help bring more and more participants to the National Agricultural Marketing B2B platform for its eventual success.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Banerji, A., & Meenakshi, J. V. (2004). Buyer collusion and efficiency of government intervention in wheat markets in northern India: An asymmetric structural auctions analysis. American Journal of Agricultural Economics, 86(1), 236–253.
Banker, R., Mitra, S., & Sambamurthy, V. (2011). The effects of digital trading platforms on commodity prices in agricultural supply chains. MIS Quarterly, 35(3), 599–611.
Casaló, L. V., Flavián, C., & Guinalíu, M. (2011). The generation of trust in the online services and product distribution: The case of Spanish electronic commerce. Journal of Electronic Commerce Research, 12(3), 199–213.
Chahal, S. S., Devi, A. A., & Kataria, P. (2012). Role of information technology in the agriculture sector of India. Indian Journal of Agricultural Economics, 67(3), 434–440.
Chand, R. (2016). e-Platform for national agricultural market. Economic & Political Weekly, 2(28), 15–18.
Clasen, M., & Mueller, R. A. (2006). Success factors of agribusiness digital market places. Electronic Markets, 16(4), 349–360.
DACFW. (2018). The Department of Agriculture, Cooperation and Farmers’ Welfare. The government of India. Retrieved April 19, 2017, from http://www.enam.gov.in/NAM/home/namguidelines.pdf.
DARPG. (2017). Grievance Analysis and Systemic Reforms Recommendations 2017. Report on Department of Agriculture Cooperation & Farmers Welfare. The Department of Administrative Reforms and Public Grievances. The Government of India. Retrieved on March 8, 2018, from https://darpg.gov.in/sites/default/files/Agriculture%20report.pdf.
Ganguly, K., Gulati, A., & Von Braun, J. (2017). Innovations spearheading the next transformations in India‘s agriculture (pp. 33–34). ZEF Working Paper Series. Centre for Development Research. University of Bonn.
George, D., & Mallery, P. (2011). SPSS for windows: Step by step (11th ed.). Boston: Pearson Education Inc.
Global Agrisystem Consulting. (2010). Evaluation study of agriclinics and agribusiness center scheme. New Delhi: Global Agrisystem Private Limited.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2006). Multivariate data analysis (5th ed.). Dorling Kindersley (India): Patparganj, Delhi.
Harrison, A., & Smart, A. (2003). Online reverse auctions and their role in buyer-supplier relationships. Journal of Purchasing and Supply Management, 9(5–6), 257–268.
Henderson, D. R. (1984). Electronic marketing in principle and practice. American Journal of Agricultural Economics, 66(5), 848–853.
Iacovou, C. L., Izak, B., & Albert, S. D. (1995). Electronic data interchange and small organizations: Adoption and impact of technology. MIS Quarterly, 19(4), 465–485.
IBEF. (2017). Agriculture. Indian Brand Equity Foundation and TechSci Report, 9. Retrieved September 16, 2017, from www.ibef.org.
Kaur, T. (2015). Use of e-marketing in the Indian agriculture sector to manage distribution challenges. Anvesha, 8(1), 1–6.
Leroux, N., Max, S. W., Max, S., & Eric, M. (2001). Dominant factors impacting the development of B2B e-commerce in agriculture. In International Food and Agribusiness Management Association’s 2001 World food and Agribusiness Symposium.
MOAFW. (2017). The Ministry of Agriculture, and Farmer Welfare. The government of India. Retrieved April, 19, 2017, from http://www.enam.gov.in/NAM/home/index.html.
NIAM. (2013). Impact assessment of e-tendering of agricultural commodities in Karnataka. CCS National Institute of Agricultural Marketing. The government of India. Retrieved January 10, 2018, from https://www.ccsniam.gov.in/images/research/2013_research_report_on_Impact_Assessment_of_e-tendering_of_agril_commodities_in_karnataka.pdf.
NITI Ayog. (2017). Doubling farmers’ income: Rationale, strategy, prospects and action plan. National Institution for Transforming India. The Government of India. Retrieved November 14, 2018, from https://www.niti.gov.in/content/doubling-farmers-income-rationale-strategy-prospects-and-action-plan.
Oshlyansky, L., Cairns, P., & Thimbleby, H. (2007). Validating the Unified Theory of Acceptance and use of Technology (UTAUT) tool cross-culturally. In Proceedings of the 21st British HCI Group Annual Conference on People and Computers (pp. 83–86). British Computer Society.
Patnaik, G. (2011). Status of agricultural marketing reforms. New Delhi: India International Centre.
Rahane, R. K., & Waghmare, M. N. (2011). Role of ICT in the agriculture sector in India. Indian Journal of Agricultural Economics, 66(3), 532.
Ridings, C., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11(3–4), 271–295.
Solaymani, S., Sohaili, K., & Yazdinejad, E. A. (2012). Adoption and use of e-commerce in SMEs. Electronic Commerce Research, 12(3), 249–263.
Schrader, L. F. (1984). implications of electronic trading for agricultural prices. American Journal of Agricultural Economics, 66(5), 854–858.
Sharma, A., & Yadav, J. P. (2017). National agriculture market: The game changer for the indian farming community. International Journal of Scientific Research and Management (IJSRM), 5(7), 5810–5815.
Shirzad Robaty, S., & Bell, D. (2013). A systematic literature review of flexible e-procurement market place. Journal of Theoretical and Applied Electronic Commerce Research, 8(2), 49–70.
Sporleder, T. L. (1984). Implications of electronic trading for the structure of agricultural markets. American Journal of Agricultural Economics, 66, 859–863.
Subramanian, N. S. (2017). After hyped launch, e-NAM still a work-in-progress a year later. Business Standard. Retrieved May 15, 2018, from https://www.business-standard.com/article/economy-policy/after-hyped-launch-e-nam-still-a-work-in-progress-a-year-later-117061000771_1.html.
Suri, P. K. (2005). NICNET based agricultural marketing information network—A farmers centric portal on agricultural marketing in india and a step towards globalizing Indian agriculture. Agricultural Marketing Journal, XLV(4), January–March.
Suri, P. K. (2009). Strategic insights into e-governance planning and implementation: A study of select agricultural related projects. Ph.D. thesis, IIT Delhi.
Suri P. K., & Sushil (2012). Planning and implementation of e-governance projects: A SAP-LAP based gap analysis. Electronic Government, An International Journal, 9(2), 178–199.
Suri, P. K. (2018). Towards an effective agricultural e-trading system in India. In J. Connell, R. Agarwal, & D. S. Sushil (Eds.), Global value chains, flexibility and sustainability. Springer, Singapore: Flexible Systems Management.
Vassalos, M., & Lim, K. H. (2014, May). Are food exchange websites the next big thing in food marketing? A latent class analysis. In 2014 Annual Meeting, July 27–29, 2014, Minneapolis, Minnesota (No. 170199). Agricultural and Applied Economics Association.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478.
Verma, S., & Chaudhuri, R. (2008). Creating customer satisfaction and profitable value chain with E-commerce in rural India: A case based approach. International Journal of Business Insights & Transformation, 2(1), 51–63.
Wheatley, W. P., & Buhr, B. L. (2005). After the bubble: The survival and ownership of internet marketplaces for farmers and agribusiness. Journal of Agricultural and Resource Economics, 30(3), 502–519.
Zapata, S. D., Carpio, C. E., Isengildina-Massa, O., & Lamie, R. D. (2013). The economic impact of services provided by an electronic trade platform: The case of MarketMaker. Journal of Agricultural and Resource Economics, 38(3), 359–378.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Singapore Pte Ltd.
About this chapter
Cite this chapter
Chaudhary, S., Suri, P.K. (2020). Examining Adoption of eNAM Platform for Transforming Agricultural Marketing in India. In: Suri, P., Yadav, R. (eds) Transforming Organizations Through Flexible Systems Management. Flexible Systems Management. Springer, Singapore. https://doi.org/10.1007/978-981-13-9640-3_14
Download citation
DOI: https://doi.org/10.1007/978-981-13-9640-3_14
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-13-9639-7
Online ISBN: 978-981-13-9640-3
eBook Packages: Business and ManagementBusiness and Management (R0)