Adoption of E-Marketing by Direct-Market Farms in the Northeastern United States
AbstractMany farms have begun operating websites in order to promote their businesses. This study uses data from a 2005 survey of farms in the northeastern United States to identify characteristics of farmers, farms, and farm businesses associated with website adoption. Following a technology-adoption framework, a probit model of website use is estimated to identify significant relationships. Sales location, product type, number of advertising methods used, high-speed Internet connection, land tenure arrangement, and gross farm sales is found to be significantly related to website adoption.
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Bibliographic InfoArticle provided by Food Distribution Research Society in its journal Journal of Food Distribution Research.
Volume (Year): 38 (2007)
Issue (Month): 2 (July)
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