engleski

Decision making on Digital Platforms in Agriculture

There are many ways to sell and buy products in all fields, using digital technologies. That is the case for the agriculture field as well. Among many possibilities and different ICT solutions in agriculture, selection of the appropriate solution that will result in the satisfaction of both - customers and producers - becomes an important issue, and it is the main research topic of this paper. In this paper, we present the factors that influence the digital platform selection and propose two models for decision making on digital platforms. Decision models can help customers and producers to decide if a specific platform can be useful for their business. The decision model is based on a multi-criteria decision-making method called Dex. Dex is selected because it is very intuitive and less complicated than other multi-criteria methods. On the other hand, Dex can aggregate all crucial factors and include the specifics and subjectivity (perception) of each user (customer or producer). The paper also contains a demonstration of the implementations of two models on the hypothetical cases. In future research, we plan to evaluate the model in practice (and possibly update it if needed) and present it to the scientific and professional community. That can help producers/customers to optimize their business processes but also give directions for the development of new platform functionalities for platform developers.

agriculture ; digital platform ; decision making

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