Table 6 Extended Model of Internet Commerce Adoption (eMICA).
Oil 2018 | Oil 2022 | Phi coefficient | Fruit 2018 | Fruit 2022 | Phi coefficient | Wine 2018 | Wine 2022 | Phi coefficient | Total 2018 | Total 2022 | Phi coefficient | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Phase 1: Promotion (Information) | ||||||||||||
Level 1: Basic Information | 93.5% | 97.9% | 96.2% | 100.0% | 97.1% | 100.0% | 95.3% | 99.0% | ||||
Contact details | 95.7% | 97.9% | 96.2% | 100.0% | 97.1% | 100.0% | 96.2% | 99.0% | ||||
Date and Time of update | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | ||||
Information on the location of the cooperative | 93.5% | 97.9% | 96.2% | 100.0% | 97.1% | 100.0% | 95.3% | 99.0% | ||||
Information on the activities carried out | 89.1% | 91.7% | 92.3% | 95.7% | 85.3% | 93.9% | 88.7% | 93.3% | ||||
Level 2: Information rich | 84.8% | 87.5% | 92.3% | 95.7% | 91.2% | 100.0% | − 0.213Φ | 88.7% | 93.3% | |||
E-mail and/or Contact form | 100.0% | 100.0% | 92.3% | 100.0% | 94.1% | 100.0% | 96.2% | 100.0% | − 0.138* | |||
Product information (quality and variety) | 100.0% | 100.0% | 96.2% | 100.0% | 88.2% | 93.9% | 95.3% | 98.1% | ||||
Events or fairs | 47.8% | 45.8% | 23.1% | 26.1% | 64.7% | 66.7% | 47.2% | 48.1% | ||||
Website available in more than one language | 78.3% | 77.1% | 84.6% | 87.0% | 73.5% | 87.9% | 78.3% | 82.7% | ||||
Quality certifications | 73.9% | 72.9% | 73.1% | 82.6% | 70.6% | 75.8% | 72.6% | 76.0% | ||||
News dissemination | 52.2% | 58.3% | 38.5% | 43.5% | 64.7% | 69.7% | 52.8% | 58.7% | ||||
Promotions and incentives via the Internet | 19.6% | 20.8% | 11.5% | 13.0% | 14.7% | 15.2% | 16.0% | 17.3% | ||||
Phase 2: Provision (Dynamic information) | ||||||||||||
Level 1: Low level of interactivity | 17.4% | 22.9% | 26.9% | 26.1% | 32.4% | 39.4% | 24.5% | 28.8% | ||||
Prices and basic product information | 97.8% | 97.9% | 96.2% | 100.0% | 88.2% | 93.9% | 94.3% | 97.1% | ||||
Links to further product information | 17.4% | 16.7% | 15.4% | 13.0% | 0.0% | 0.0% | 11.3% | 10.6% | ||||
Possible recipes and cooking tips | 17.4% | 18.8% | 7.7% | 8.7% | 29.4% | 30.3% | 18.9% | 20.2% | ||||
Information on visits | 10.9% | 10.4% | 7.7% | 8.7% | 44.1% | 54.5% | 20.8% | 24.0% | ||||
Training | 19.6% | 18.8% | 61.5% | 65.2% | 29.4% | 27.3% | 33.0% | 31.7% | ||||
On-line product surveys | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 3.0% | 0.0% | 1.0% | ||||
Promotions | 19.6% | 22.9% | 11.5% | 13.0% | 14.7% | 15.2% | 16.0% | 18.3% | ||||
Share page | 6.5% | 10.4% | 3.8% | 4.3% | 2.9% | 3.0% | 4.7% | 6.7% | ||||
Download the cooperative's annual report | 4.3% | 4.2% | 7.7% | 8.7% | 2.9% | 3.0% | 4.7% | 4.8% | ||||
Level 2: Medium level of interactivity | 10.9% | 18.8% | 23.1% | 26.1% | 26.5% | 36.4% | 18.9% | 26.0% | ||||
Site map | 32.6% | 81.3% | − 0.492*** | 19.2% | 69.6% | − 0.508*** | 35.3% | 81.8% | − 0.472*** | 30.2% | 78.8% | − 0.488*** |
Web cam | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | ||||
Download brochures and/or photos | 39.1% | 35.4% | 69.2% | 78.3% | 76.5% | 72.7% | 58.5% | 56.7% | ||||
Sending news by email | 17.4% | 16.7% | 15.4% | 17.4% | 32.4% | 36.4% | 21.7% | 23.1% | ||||
Privacy policy or legal notice | 65.2% | 91.7% | − 0.323** | 57.7% | 78.3% | 58.8% | 75.8% | 61.3% | 83.7% | − 0.250*** | ||
FAQs | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | ||||
Search by words | 39.1% | 47.9% | 38.5% | 47.8% | 26.5% | 30.3% | 34.9% | 42.3% | ||||
Online product catalogue | 30.4% | 41.7% | 42.3% | 43.5% | 70.6% | 81.8% | 46.2% | 54.8% | ||||
Level 3: High level of interactivity | 4.3% | 16.7% | − 0.200Φ | 23.1% | 26.1% | 11.8% | 33.3% | − 0.259* | 11.3% | 24.0% | − 0.167* | |
Exclusive web area for consultation by Clients / Partners | 60.9% | 64.6% | 65.4% | 73.9% | 38.2% | 57.6% | 54.7% | 64.4% | ||||
Multimedia applications | 73.9% | 68.8% | 88.5% | 95.7% | 76.5% | 75.8% | 78.3% | 76.9% | ||||
Blogs, forums and/or chats | 2.2% | 14.6% | − 0.222* | 3.8% | 13.0% | 0.0% | 9.1% | − 0.220Φ | 1.9% | 12.5% | − 0.206** | |
Email newsletters (newsletter) | 13.0% | 16.7% | 19.2% | 21.7% | 23.5% | 36.4% | 17.9% | 24.0% | ||||
Access to the cooperative's social media profiles | 63.0% | 70.8% | 46.2% | 56.5% | 61.8% | 84.8% | − 0.260* | 58.5% | 72.1% | − 0.143* | ||
Ability to collect comments online | 10.9% | 43.8% | − 0.367*** | 7.7% | 43.5% | − 0.415** | 11.8% | 66.7% | − 0.563*** | 10.4% | 51.0% | − 0.441*** |
Option for customers to vote on quality | 15.2% | 14.6% | 3.8% | 4.3% | 8.8% | 9.1% | 10.4% | 10.6% | ||||
Assessment of satisfaction with the products on offer | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 3.0% | 0.0% | 1.0% | ||||
Virtual Tour of the cooperative and its entire process | 0.0% | 0.0% | 0.0% | 0.0% | 5.9% | 3.0% | 1.9% | 1.0% | ||||
Mobile web version | 58.7% | 95.8% | − 0.446*** | 50.0% | 91.3% | − 0.447** | 67.6% | 100.0% | − 0.437*** | 59.4% | 96.2% | − 0.440*** |
Mobile app download | 0.0% | 0.0% | 3.8% | 4.3% | 2.9% | 0.0% | 1.9% | 1.0% | ||||
Phase 3: Process (Functional Maturity) | 4.3% | 10.4% | 3.8% | 4.3% | 8.8% | 24.2% | − 0.208Φ | 5.7% | 13.5% | − 0.133Φ | ||
Complete purchasing process | 32.6% | 72.9% | − 0.404*** | 7.7% | 13.0% | 23.5% | 48.5% | − 0.260* | 23.6% | 51.9% | − 0.292*** | |
Secure online transaction | 32.6% | 72.9% | − 0.404*** | 7.7% | 13.0% | 23.5% | 48.5% | − 0.260* | 23.6% | 51.9% | − 0.292*** | |
Interaction with the server: database query | 41.3% | 50.0% | 7.7% | 13.0% | 17.6% | 42.4% | − 0.271* | 25.5% | 39.4% | − 0.149* |