Published Online:January 2025
Product Name:The IUP Journal of Management Research
Product Type:Article
Product Code:IJMR010125
DOI:10.71329/IUPJMR/2025.24.1.5-31
Author Name:Sowrav Biswas and Tiny Tanushree Gohain
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:5-31
The study investigates the impact of e-commerce platforms on farmers in North 24 Parganas, West Bengal, India, focusing on how engagement with these platforms influences farmers’ satisfaction, agricultural performance, and livelihood. Questionnaires were distributed among 410 farmers on the basis of Judgmental sampling, out of which 384 questionnaires were completed and relevant and have been used for analysis. By using Analysis of Variance (ANOVA) through SPSS 23 platform, the study analyzed how factors such as age, education, and years of smartphone usage, impacted farmer satisfaction and the challenges faced in integrating technology into agricultural practices. Age and smartphone usage seem to weigh heavily on how much farmers engage with e-commerce platforms, as well as on their performance in agriculture. There also appears to be a strong relationship between smartphone usage and agricultural performance at the level of wellbeing that farmers experience.
The proliferation of e-commerce platforms has transformed the landscape of agricultural markets, offering farmers new avenues for accessing inputs, selling produce, and engaging with buyers. In the context of North 24 Parganas, West Bengal, where agriculture plays a pivotal role in the local economy, the adoption and utilization of e-commerce platforms hold significant implications for the wellbeing and wellbeing of farmers.