Online Opportunities: A Quantitative Content Analysis Benchmark Study of Online Retail Plant Sales-Reference-Cited by-同舟云学术

Online Opportunities: A Quantitative Content Analysis Benchmark Study of Online Retail Plant Sales

Published:2018-08 Issue:4 Volume:28 Page:516-523
ISSN:1063-0198
Container-title:HortTechnology
language:
Short-container-title:hortte

Author:

Baker Lauri M.¹²,Boyer Cheryl R.³⁴,Peterson Hikaru H.⁵⁶,King Audrey E.H.¹⁷

Affiliation:

1. 1Department of Communications and Agricultural Education, Kansas State University, 1612 Claflin Road, Manhattan, KS 66506

2. 4Associate Professor

3. 2Department of Horticulture and Natural Resources, Kansas State University, Manhattan, KS 66506

4. 5Associate Professor and Extension Specialist

5. 3Department of Applied Economics, University of Minnesota, St. Paul, MN 55108

6. 6Professor

7. 7Instructor

Abstract

Online, direct selling (ODS) has become the leading way that people acquire goods, with Amazon (Seattle, WA) being the largest online vendor in the United States. This study sought to determine if horticultural businesses were engaging in ODS with Amazon, ebay, and other websites. Researchers examined the ODS activity of 498 businesses using quantitative content analysis methods, and found that 93 horticultural industry businesses were conducting some form of ODS through their websites, but only four offered products on Amazon. Results indicate that ODS remains an untapped marketplace for the horticultural industry, particularly for small, rural businesses.

Publisher

American Society for Horticultural Science

Subject

Horticulture

Link

https://journals.ashs.org/downloadpdf/journals/horttech/28/4/article-p516.xml

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