Title: Evaluating web interfaces of B2C e-commerce systems for typical agrifood products

Authors: Antonio P. Volpentesta, Salvatore Ammirato

Addresses: GIUDALab, Department of Electronics, Computer Science and Systems, University of Calabria, Via Pietro Bucci, 41/C, Arcavacata di Rende (CS) 87036, Italy. ' GIUDALab, Department of Electronics, Computer Science and Systems, University of Calabria, Via Pietro Bucci, 41/C, Arcavacata di Rende (CS) 87036, Italy

Abstract: E-commerce and geographical typicity of agrifood products are two leverages for the economic development of a lagging rural region where agribusiness is a leading sector of its economy. However, an effective response to this challenge much depends on how typical products are marketed through the internet to an international audience. This paper introduces a methodology for evaluating web interfaces of e-commerce systems of agrifood SMEs operating in an lagging rural region. The methodology has been applied to a regional survey where it considered a sample of SMEs located in Calabria, a South Italy region. The collected data has been statistically analysed in order to get results on levels of B2C e-commerce adoption. A particular study is addressed to a classification of e-commerce interfaces depending on both SME|s stage in the industry and the way how SME|s |typical producer| status is perceived by potential customers.

Keywords: e-commerce adoption; web interfaces; agrifood; local economies; Italy; Calabria; SMEs; B2C.

DOI: 10.1504/IJEIM.2007.012174

International Journal of Entrepreneurship and Innovation Management, 2007 Vol.7 No.1, pp.74 - 91

Published online: 27 Jan 2007 *

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