Δημοσιεύσεις μελών--ΣΔΟ--Τμήμα Λογιστικής, 2013The invasion of new technologies combined with the high cost for running shop force
enterprises to search for new sales methods. Network applications and ICT (Information
and Communication Technology) can help achieve e-commerce goals. In Greece, many
enterprises in the agro-food and drink sectors are already present on the internet. This
paper studies the adoption of e-commerce on websites that support e-commerce activities
within the agro-food and drink sectors. Therefore, the paper aims to identify and evaluate
their qualitative and quantitative content characteristics, rank them according to 6 content
characteristics/criteria using the multicriteria method of PROMETHEE II and classify
them in groups of similar adoption. The findings of this study reveal the rate of adoption
of e-commerce in the sectors and can serve as a valuable model for the designers of
websites that promote e-commerce activities within the wider areas of food and drinks
