Table 2 Proposed web content analysis model

Information

To evaluate the information available on agricultural cooperative websites and how easy it is for the user to find

Álvarez (2014), Carmona et al. (2012), Chiou et al. (2010), Cristobal-Fransi et al. (2020), Daries et al. (2018), Escobar and Carvajal (2013), Granollers et al. (2013), Heinze & Hu (2006), Lee & Morrison (2010), Liao et al. (2006), Marzo-Navarro & Pedraja-Iglesias (2021), Ramon Cardona et al. (2022), Robbins & Stylianou (2003)

Communication

To measure the capability of the website to interact with customers, whether through communication mechanisms, Web 2.0 resources or availability of information in different languages

Álvarez (2014), Chiou et al. (2010), Cristobal-Fransi et al. (2020), Daries et al. (2018), Escobar & Carvajal (2013), Heinze & Hu (2006); Lee & Morrison (2010), Marzo-Navarro & Pedraja-Iglesias (2021), Ramon Cardona et al., (2022); Walcott (2007); Sparacino et al., (2023)

E-commerce

To assess the capability of the website to conduct secure business activities

Álvarez (2014), Chiou et al. (2010), Cristobal-Fransi et al. (2020), Daries et al. (2018), Escobar & Carvajal (2013), Lee & Morrison (2010), Marzo-Navarro & Pedraja-Iglesias (2021), Ramon Cardona et al. (2022); Ting et al. (2013)

Additional functions

To measure the capability of the website to convey trust through elements of data protection, certifications and the use of new media such as the mobile version of the website or apps

Álvarez (2014), Cristobal-Fransi et al. (2020), Daries et al. (2018), Ramon Cardona et al., (2022); Ting et al. (2013), Walcott (2007)