Factors Influencing Adoption of E- Commerce in Agricultural Sector Tanzania : A Case of Sunflower Farmers Dodoma.

Hussein, Jalala (2025) Factors Influencing Adoption of E- Commerce in Agricultural Sector Tanzania : A Case of Sunflower Farmers Dodoma. Masters thesis, The Open University of Tanzania.

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Abstract

Factors influencing adoption of E- Commerce in Agricultural sector Tanzania” A case of sunflower farmers Dodoma. More specifically, the study examines the extent to which the sunflower SME's economic state, sunflower SME's own characteristics and behaviours, technical infrastructure, and also legal factors affect sunflower SME's adoption of E-Commerce. The study adopted a descriptive research design considering SMEs operating in Dodoma Kongwa district as the case of the study. 100 sunflower SMEs took part in the study as the sample of the study. The researcher adopted both random and purposive sampling because the selected respondents possessed the required knowledge and information in answering research questions of the study; the collected data was qualitatively and quantitatively analysed by using SPSS and analysed by regression model and the obtained results were tabulated. The study finds that four reviewed factors have a direct impact on adoption of ECommerce by sunflower business oparators (SMEs). These aspects include sunflower SMEs own characteristics or behaviors, the sunflower sunflower SME's economic conditions, technical infrastructure, and social-cultural and legal challenges. The findings reveal that on the sunflower sunflower SME's economic condition, the resources cost of acquisition, and even the nature of product prices are the main challenges. Furthermore, regarding the sunflower SME's own characteristics and behaviours, the challenges were found to be in management's support, perception towards E-Commerce, technological competencies, and perceived securities. In the technical aspect, the study further reveals challenges in accessibility of internet, condition of the existing internet infrastructure, and technical support. Support from the government, Taxation issues, intellectual property issues, and level of awareness were the social-cultural and legal factors that were identified. The study recommends that, sunflower business oparator need to consider these four factors very carefully and where possible, effective strategies need to be developed to overcome them. The study further recommends that organizations need to have enough budgets and qualified teams to successfully overcoming these. Also, owing to the study’s limitations, it recommends areas that need further research.

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