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This study investigates factors influencing agri-food exporters’ participation in online exports and investment intention in digital technology. We surveyed 295 agri-food exporters to examine their use of digital technology. The results show that the characteristics of exporters, such as the proportion of sales to importers, whether to sell fresh agri-food or not, their heads’ age and educational levels, were related to the exporters’ decision making. Also, positive relationships are found between attitudes toward digital technology (technological understanding, prospects, and self-capability evaluation), exporters' online participation, and investment intention. The key findings indicate that support customized for agri-food exporters’ conditions and enhanced understanding and utilization of digital technology are essential for their online exports and investment in digital technology. |
