Online opportunities: A quantitative content analysis benchmark study of online retail plant sales

Lauri M. Baker; Cheryl R. Boyer; Hikaru H. Peterson; Audrey E.H. King

doi:10.21273/HORTTECH03901-17

Online opportunities: A quantitative content analysis benchmark study of online retail plant sales

Lauri M. Baker, Cheryl R. Boyer, Hikaru H. Peterson, Audrey E.H. King

Applied Economics

Research output: Contribution to journal › Article

1 Scopus citations

Abstract

Online, direct selling (ODS) has become the leading way that people acquire goods, withAmazon (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 analysismethods, 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 thatODSremains an untapped marketplace for the horticultural industry, particularly for small, rural businesses.

Original language	English (US)
Pages (from-to)	516-523
Number of pages	8
Journal	HortTechnology
Volume	28
Issue number	4
DOIs	https://doi.org/10.21273/HORTTECH03901-17
State	Published - Aug 2018

Keywords

Direct selling
E-commerce
Marketing

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10.21273/HORTTECH03901-17

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abstract = "Online, direct selling (ODS) has become the leading way that people acquire goods, withAmazon (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 analysismethods, 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 thatODSremains an untapped marketplace for the horticultural industry, particularly for small, rural businesses.",

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