The influence of neighborhood dynamics on farmers’ intention to adopt e-commerce platforms for organic tea sales: a study in Thai Nguyen province of Northern Vietnam

This study aims to evaluate the impact of the neighborhood effect on farmers’ intention to sell organic tea through e-commerce platforms (ECPs) in Thai Nguyen province of Northern Vietnam. Our study’s innovative aspect is combining the technology acceptance model (TAM) theory with the theory of herd behavior (THB). Besides, we tested the magnitude of the neighborhood effect by analyzing it at two points in time (before and after farmers attended the training course). Using interview data from 264 farmers and applying generalized structural equation modeling (GSEM), we found that the neighborhood effect positively affects farmers’ intention to sell organic tea via ECPs. This effect is more pronounced when the neighbors have a close relationship with the farmers under study (such as relatives or close friends). Besides, it becomes more vital when farmers have more time to interact and exchange information with their neighbors (e.g., they participate in the training course on using ECPs together). Additionally, the perception of usefulness and ease of use positively affect farmers’ intention to sell organic tea via ECPs, both before and after the training course. Therefore, to encourage farmers to sell their agricultural products via ECPs, it is recommended that local authorities organize more training courses on using ECPs.