This paper aims to examine the factors influencing the willingness of Bangladeshi farmers to adopt and pay for the Internet of Things (IoT) in the agricultural sector by applying the theoretical framework of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2). To this end, the study employed a quantitative research methodology and obtained data from 345 farmers from the northern districts of Bangladesh. Using a cross-sectional survey design and convenience sampling method, a study of premium fruit growers was undertaken to assess IoT use in agriculture, and the primary survey data were analyzed using the Structural Equation Modeling (SEM) approach via AMOS 26. The study confirmed that effort expectancy, performance expectancy, facilitating condition, hedonic motivation, government support, price value, personal innovativeness, and trust influence the willingness of Bangladeshi farmers to adopt the IoT. Additionally, predictors such as trust and willingness to adopt were observed to influence the willingness to pay for the IoT, while the construct ‘performance expectancy’ produced no effect. The study also revealed that the willingness to adopt moderates the association between performance expectancy, price value, and willingness to pay for the IoT. This research has novel implications because it investigates the behavior of rural customers with respect to innovation adoption, which in this case is the IoT in agriculture. It outlines precise reasons for the willing adoption of the IoT in agriculture, which will, in turn, assist marketers of IoT technology in the design of appropriate marketing strategies to increase acceptance in rural areas. Using the proposed model that incorporates farmers’ willingness to pay, this empirical study takes the first step in examining whether farmers in a developing economy such as Bangladesh will adopt and pay for the IoT.

The evolution of e-commerce amid the positive growth forecast of the e-commerce market has sparked scholarly interest in e-shopping antecedents to better understand customer behavior and ensure sustainable e-shopping services. The purpose of this study is to investigate the relationship between the enablers of customers’ e-shopping intention and e-shopping behavior in the post-pandemic period. Personal innovativeness, service quality, perceived risk, and trust were incorporated into the Unified Theory of Technology Acceptance and Usage (UTAUT) original framework and UTAUT 2 in this study. To explore the relationship among the study variables, data were collected from 420 shoppers via an online survey using a convenience sampling technique. The obtained data were analyzed using a multi-analytic approach, such as structural equation modeling and artificial neural networks (SEM-ANN). The empirical findings showed that trust, habit, and e-shopping intention significantly influence consumers’ e-shopping behavior. Furthermore, the results indicated that personal innovativeness, facilitating conditions, performance expectancy, habit, effort expectancy, perceived risk, price value, hedonic motivation, service quality, and trust were all significantly linked to e-shopping intention. The study revealed that effort expectancy acts as a mediator between service quality and e-shopping behavior. This research provides valuable insights into e-shopping behavior in developing countries during the post-pandemic era. By providing a more comprehensive and accurate understanding of the factors that influence e-shopping behavior, hybrid SEM-ANN analysis can help managers and policymakers arrive at better-informed decisions to promote and encourage e-shopping.

This paper gives an in-depth evaluation of the shortcomings and developmental directions in the seafood value chain of Bangladesh, which is an important sector in the economy, employment and food security of the country. Although the sector contributes in excess of 3.65% to GDP, and sustains 18 million livelihoods, it is still confronted by the same issues, such as too much intermediation, poor infrastructure, low-quality control, little technological uptake, and poor market organization. Such inefficiencies reduce producer income, rise consumer prices and make exports uncompetitive and aggravate environmental and social susceptibility. The study compares the best practices of the value chain of Bangladesh to the global standards of Vietnam, Thailand and India through qualitative research which involves interviews with stakeholders and secondary analyses of data. Among the most important recommendations, there are digitalization, modernization of infrastructure, increased quality assurance, producer empowerment (and mostly women), and environmental protection. The above strategies can maximize value addition, enhance sustainability and make Bangladesh a competitive force in the world seafood market.