E-readiness of Rural ICT Offices for Rice e-marketing in Rasht Township, Iran

摘要

Applying Information and Communication Technology (ICT) in different economic sectors, especially the agricultural sector is increasing in developing countries. Rural ICT offices in Iran have an important role in decreasing the digital divide by representing internet, post and bank services; however they are not yet active in agricultural services. The present study seeks to survey the electronic readiness of 68 rural ICT offices in the rural area of Rasht in Guilan province, in the northern part ofIran. A five-point Likert type scale questionnaire was prepared, to survey socio-cultural, legal, connection and backup services indices. Results indicated that intention to adopt, and legal aspects, required development, but the socio-cultural index hada better situation in comparison with others, and receptivity to agricultural electronic commerce (e-commerce) showed a high percentage among respondents. So this points to the necessity of creating an integrated website for rural offices to represent agricultural services. Also, the level of education and age of managers did not show any significant influence on receptivity to e-commerce, but internet skills and farmers visiting the offices have been important factors in receptivity to e-commerce.