Date of Conferral

3-19-2025

Date of Award

March 2025

Degree

Ph.D.

School

Information Systems and Technology

Advisor

Amanda Wink

Abstract

E-commerce has the potential of assisting the agriculture market to curb postharvest losses by connecting new and existing customers to agricultural products more efficiently. The purpose of this qualitative phenomenological study was to explore and describe the lived experiences of successful farmers in rural Cameroon to obtain insights into the e-commerce factors and strategies they use to manage and reduce postharvest losses. The study sample was 20 rural Cameroonian farmers using e-commerce in reducing postharvest losses. The conceptual framework for this study was Rogers’s diffusion of innovation theory. The data collection occurred through virtual interviews with the participants and their responses were recorded. Data issued from the interview sessions provided insights that addressed the research question which was focused on understanding lived experiences of successful farmers in rural Cameroon to obtain insights into the e-commerce factors and strategies they use to manage and reduce postharvest losses. The analysis of data using constant comparison of participant answers to the 20 open-ended interviews revealed the following themes: (a) factors and strategies in the adoption of e-commerce in managing postharvest losses by rural Cameroonian farmers; (b) perishability of produces; (c) the benefits of integrating e-commerce in postharvest loss management; (d) strategies to develop e-commerce in rural Cameroon; and (e) tools for successful e-commerce. This study indicated that incorporating e-commerce strategies leads to high yields of farm products. Using appropriate e-commerce technologies to reduce postharvest losses causes a positive social change in the farmers’ families as they can avoid food waste and have sustainable food security.

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