Digital Platforms and Agricultural Marketing: Bridging Gaps between Farmers and Consumers in Jordan

作者：Anber Abraheem Shlash Mohammad, Suleiman Ibrahim Mohammad, Khaleel Ibrahim Al‐ Daoud, Badrea Al Oraini, Majed Qurneh, Asokan Vasudevan, Yuhan Wang · 发表于：Research on World Agricultural Economy · 年份：2025 · DOI：10.36956/rwae.v6i3.1570 · 被引用次数：5 · 研究领域：Agricultural Innovations and Practices、Organizational and Employee Performance、ICT Impact and Policies

This study aimed to analyse the impact of digital platforms on reducing supply chain inefficiencies and enhancing market accessibility for farmers in Jordan. A mixed-methods approach was employed, integrating descriptive analysis, inferential statistics, and spatial techniques to evaluate income levels, logistical efficiency, and market access. Data were collected from 200 farmers, capturing key metrics such as pre- and post-income, market accessibility scores, and logistical cost savings.The findings revealed that income increased from an average of 596.83 JOD (pre-platform) to 911.35 JOD (post-platform), with an average logistics cost saving of 27.15%. Logistic regression indicated that frequent platform users were 4.58 times more likely to achieve high market accessibility (p = 0.005), demonstrating the platforms’ effectiveness in connecting farmers to broader markets. However, linear regression showed no significant influence of platform usage or barriers score on income, suggesting the importance of external factors like infrastructure and market dynamics. ANOVA results showed no significant differences in post-income or logistics cost savings based on education level or usage intensity. Spatial analysis revealed disparities between urban and rural farmers, with urban farmers benefiting more consistently. These findings highlight the need for targeted interventions to enhance rural connectivity, improve platform usability, and address systemic barriers. The study undersc...