A Causal-Comparative Analysis of Agricultural and Non-Agricultural Knowledge-Based Companies in Sistan and Baluchistan Province Regarding Their Intention to Use E-Commerce

Background: In recent decades, the expansion of information and communication technologies has brought about a fundamental transformation in lifestyles and economic relations worldwide, leading to the emergence of new forms of business, particularly electronic commerce.In developing countries, including Iran, agricultural development faces challenges such as low productivity and limited adoption of advanced technologies.The application of digital innovations, especially internet-based tools, is now considered a strategic necessity for improving efficiency and competitiveness in the agricultural sector.Given the economic and social significance of agriculture in Iran, embracing innovations, e.g., e-commerce, is essential.This study aims to compare the tendency to launch electronic businesses among members of agricultural and non-agricultural knowledge-based companies in the Science and Technology Park of Sistan and Baluchistan Province.Methods: This descriptive and quantitative research was done using a survey.The sample consisted of 162 individuals, including 80 and 82 members of agricultural and non-agricultural knowledge-based companies, respectively, in Sistan and Baluchistan Province, which were selected using the stratified random sampling method.Due to the limited number of knowledgebased companies in the agricultural sector in this province (100 active members in agriculture), 80 members from agricultural companies were initially selected using stratified sampling and the Krejcie and Morgan table.Then, a nearly equal number-82 individuals-was randomly selected from the other group targeted in the study.The total sample size was thus estimated at 162 participants.The data collection tool was a questionnaire, the face validity of which was confirmed by the professors of the Department of Agricultural Extension and Education at Shiraz University.To assess the reliability of the study, a pilot study was conducted in a sample of 30 individuals from the members of knowledge-based companies in the Science and Technology Park of Fars Province.The Cronbach's alpha coefficients for the research variables ranged from 0.70 to 0.96, which are statistically acceptable values calculated using SPSS 26 software.The research data were also analyzed using SPSS 26 and AMOS 24 software through descriptive statistics and path analysis (structural equation modelling (SEM)).Results: Based on the results of path analysis in the group of agricultural companies, digital marketing (0.098) as the independent variable and perceived usefulness (0.057), subjective norms (0.054), and attitude toward e-commerce (0.101) as mediating variables were effective on the respondents' intention to start e-commerce.Digital marketing (0.151) indirectly affected the intention to start an electronic business in agricultural companies.According to the results of path analysis in the group of non-agricultural companies, computer and internet literacy (0.070), government and legal support (0.064), and digital marketing (0.081) as independent variables, and perceived usefulness (0.093) and attitude toward e-commerce (0.115) as mediating variables were effective on individuales' intention to start e-commerce.Moreover, computer and internet literacy (0.221), government and legal support (0.115), and digital marketing were the variables with indirect effect on the intention to start e-commerce among non-agricultural companies through mediating variables.Conclusion: According to causal models related to agricultural and non-agricultural knowledgebased companies, perceived usefulness, attitude toward e-commerce, and digital marketing were the variables with direct effects on both groups.Computer and internet literacy and government and legal support in non-agricultural companies, and subjective norms in agricultural companies