Prioritisation of Factors that Influence the Digital Platform Selection in Agriculture

In our previous research, we identified a list of factors that influence the digital platform selection by producers of agricultural products and a list of factors that influence customers' digital platform selection. The next question that becomes a focus of our interest is related to the prioritization of those factors. The first results suggest that some factors have a higher impact on producers (or customers) than others when deciding on digital platform selection in agriculture. In this paper, we will present several approaches that can be used to prioritize factors. Those methods are: direct assessment method, reciprocal ranks, SWING, pairwise comparison, analytical hierarchy process, analytical network process, and SNAP method. Some of those methods are simpler, and some are complex. In general, simpler methods are less, and the complex methods are more precise in terms of prioritization. On the other side, simpler methods are more understandable to the average customers (or producers) in terms of application than the complex methods. We analyzed all prioritizations methods and suggested the most appropriate method having a mind on the complexity of the method (understanding by users) and their precisions.