| Abstract:
The present study aimed to identify the factors affecting the advancement of agricultural businesses towards online markets. In order to do this research, the method of fuzzy cognitive mapping, for mapping the factors affecting phenomena, was used. In order to form an expert team from agricultural business owners and experts from the Jihad-e-Agriculture Organization of Mashhad. At the outset, twenty important factors were identified from the obstacles and obstacles in moving agricultural businesses to online markets, then by screening by the expert team, ten of these factors were selected, and the next ten factors were selected. The process of cognitive mapping was fuzzy. According to the results obtained from this technique, the most important factors influencing the advancement of agricultural businesses towards internet markets were the lack of standard Internet networks, Government incentive policies, lack of proper brand and lack of technology. If these were to be financed and improved, will lead to customers' trust in electronic purchasing, investor attraction and globalization in agriculture and agricultural products.
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