An Analysis of the factors that influence the participation of coffee bean farmers in online business: A case study of the mountains of Saudi Arabia

Abstract

In e-commerce, commercial activities are executed via the internet, exemplified by electronic retailing. The e-commerce sector within Saudi Arabia has not experienced growth at a pace commensurate with the global trends observed in various sectors of online shopping, despite possessing significant potential in agricultural seeds, particularly coffee beans. Within the context of the Arabian Peninsula, coffee serves as a symbol of the historical and national identity of the Arab populace. To facilitate the enhancement of coffee bean sales and bolster engagement in e-commerce, this research scrutinized the impact of cultural determinants in Saudi Arabia, encompassing variables such as age, gender, and computer literacy. An underutilized area characterized by rugged mountain summits, verdant wadis, dense forests, thermal springs, and expansive fertile territories is located at the southern extremity of Saudi Arabia. In addition to Khawlani coffee, this region is also home to a diverse array of other botanical species. The Saudi Ministry of Environment, Water and Agriculture has initiated several programs aimed at augmenting the population of coffee trees and the number of farmers engaged in cultivation. Consequently, this endeavor has culminated in an increase in production levels. The cultivation of high-quality coffee beans is not inherently problematic. However, numerous coffee producers encounter challenges in marketing their superior products via e-commerce, mobile commerce, and other online retail platforms due to a deficiency in knowledge regarding online sales methodologies. The dynamics of online shopping for coffee beans within the kingdom are influenced by a multitude of factors, including age, gender, and computer literacy.