Digital Inclusion in Agriculture: Profiling the Factors Influencing Social Commerce Adoption among Farm Cooperatives

Abstract

Social commerce (SC) enables direct product sales and purchases and expands vendors’ market reach. From the current literature, although SC adoption has been extensively studied, still few studies examine its adoption in relation to digital inclusion issues. Therefore, this research investigates digital inclusion in agriculture, focusing on the factors influencing SC adoption among farm cooperatives. Employing a mixed-methods approach, 52 farm cooperatives across the Bicol Region, Philippines were surveyed and interviewed to address three key research objectives. Firstly, key SC adoption factors were identified and examined. Results show that digital literacy, perceived usefulness, and organizational readiness facilitate adoption. Secondly, digital inclusion challenges faced by farm cooperatives were explored, highlighting issues such as limited internet connectivity, and scarce digital resources. Lastly, the role of technological infrastructure and digital resources was assessed. Access to reliable internet connectivity and digital resources emerged as crucial facilitators, while inadequate infrastructure posed significant barriers. Furthermore, the study provides valuable insights into the roles of digital literacy, perceived usefulness, and organizational readiness. These findings highlight the importance of equipping farm cooperatives with the necessary skills and understanding to leverage digital tools effectively.