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Online-Einkauf von Pflanzenschutzmitteln: Ein Discrete Choice Experiment mit landwirtschaftlichen Unternehmern in Deutschland

Author

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  • Fecke, Wilm
  • Danne, Michael
  • Mußhoff, Oliver

Abstract

Die Digitalisierung schreitet mehr und mehr voran und beeinflusst zunehmend Geschäftsabläufe in Unternehmen. Dem Handel über das Internet kommt in diesem Zusammenhang eine besondere Bedeutung für die zukünftige Entwicklung des ländlichen Raums zu. Nichtsdestotrotz gibt es bisher keine aktuellen Erkenntnisse zur E-Commerce Nutzung für die Betriebsmittelbeschaffung im ländlichen Raum. Aus diesem Grund wurde ein Discrete Choice Experiment zum Pflanzenschutzmitteleinkauf mit 97 landwirtschaftlichen Unternehmern als eine wichtige Gruppe von Nachfragern von Betriebsmitteln im ländlichen Raum durchgeführt. Mittels eines Mixed Logit Modells wurde die "willingness to accept" landwirtschaftlicher Unternehmer für E-Commerce geschätzt. Die Ergebnisse zeigen, dass Landwirte, im Vergleich zu einem regionalen Kauf, für einen Online-Einkauf einen Preisvorteil fordern. Das Vorhandensein eines privatwirtschaftlichen Gütesiegels für einen Onlinehändler wirkt sich positiv auf die E-Commerce Nutzung aus. Eine längere Lieferzeit für die Betriebsmittel hat hingegen einen negativen Effekt auf die Nutzung von E-Commerce für Betriebsmittelkäufe. Erstaunlicherweise hat die Interaktion in Form einer Beratung über klassische Medien keinen statistisch signifikanten Einfluss auf die Akzeptanz von E-Commerce. Diese Kernergebnisse sind sehr relevant für die Unternehmenspraxis, da sie Onlinehändlern von landwirtschaftlichen Betriebsmitteln erste Anhaltspunkte bezüglich geeigneter Marketingmaßnahmen liefern. Darüber hinaus konnte durch die Berücksichtigung individuenspezifischer Charakteristika anekdotische Evidenz untermauert werden. So konnte gezeigt werden, dass ein negativer Zusammenhang zwischen Alter und der E-Commerce Akzeptanz eines landwirtschaftlichen Unternehmers besteht.

Suggested Citation

  • Fecke, Wilm & Danne, Michael & Mußhoff, Oliver, 2018. "Online-Einkauf von Pflanzenschutzmitteln: Ein Discrete Choice Experiment mit landwirtschaftlichen Unternehmern in Deutschland," DARE Discussion Papers 1811, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    • Handle: RePEc:zbw:daredp:1811
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    References listed on IDEAS

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    1. Marius Michels & Wilm Fecke & Jan‐Henning Feil & Oliver Musshoff & Frederike Lülfs‐Baden & Saskia Krone, 2020. "“Anytime, anyplace, anywhere”—A sample selection model of mobile internet adoption in german agriculture," Agribusiness, John Wiley & Sons, Ltd., vol. 36(2), pages 192-207, April.

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