Investigating on Electronic Commerce Acceptance Barriers in Dried Fruits Exporting Companies of Iran

Abstract

Abstract: Dried Fruit export industry is one the most underdeveloped industries regarding E-Commerce in Iran. This research is an attempt to study E-commerce acceptance barriers in Dried Fruit producing-exporting companies of Iran and presenting its solutions. To achieve this purpose, the most important acceptance barriers of E-commerce have been identified through reviewing of research literature and classified in the frame of Tri-radiate Model in three co-structural, content and context barriers as three research hypotheses. After distributing and collecting of questionnaires among 61 randomly selected Dried Fruit producingexporting companies of Iran and analyzing data, all three factors of barriers were supported and co-structural barriers were identified as the most important factor in non-acceptance of E-commerce in Dried Fruit producingexporting companies. The government and concerned commercial organizations can more consider the recommendations pointed in this research in order to execute E-commerce and remove found barriers for developing exports.