Digital transformation is considered as challenging yet imperative in Vietnam recently. In the agriculture sector, one of the directions to comprehensively promote digital transformation is to encourage and support farmers to promote their agribusiness on e-commerce platforms. This study aims to explanatorily develop a framework for farmers’ digital capabilities for e-commerce agribusiness. The research setting is Thai Nguyen city, a midland area in the North of Vietnam. A qualitative research design with literature review of recognized databases and focus group method is employed to develop such framework. The framework for farmers’ digital capabilities for e-commerce agribusiness is designed with four dimensions including (1) attitude toward e-commerce agribusiness, (2) basic ICT capabilities, (3) e-commerce digital marketing capabilities, and (4) digital learning capabilities, with various specific capabilities for each dimension. Future studies could further validate the reliability and applicability of the framework developed to propose insightful suggestions for agriculture managers and policymakers.

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Development of Digital Capabilities for E-commerce Agribusiness: An Exploratory Research

  • Thi Tuan Linh Pham,
  • Hamed Taherdoost,
  • Tuan-Vinh Le

摘要

Digital transformation is considered as challenging yet imperative in Vietnam recently. In the agriculture sector, one of the directions to comprehensively promote digital transformation is to encourage and support farmers to promote their agribusiness on e-commerce platforms. This study aims to explanatorily develop a framework for farmers’ digital capabilities for e-commerce agribusiness. The research setting is Thai Nguyen city, a midland area in the North of Vietnam. A qualitative research design with literature review of recognized databases and focus group method is employed to develop such framework. The framework for farmers’ digital capabilities for e-commerce agribusiness is designed with four dimensions including (1) attitude toward e-commerce agribusiness, (2) basic ICT capabilities, (3) e-commerce digital marketing capabilities, and (4) digital learning capabilities, with various specific capabilities for each dimension. Future studies could further validate the reliability and applicability of the framework developed to propose insightful suggestions for agriculture managers and policymakers.