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2. Online opportunities: A quantitative content analysis benchmark study of online retail plant sales
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Baker, Lauri M. (author), Boyer, Cheryl R. (author), Peterson, Hikaru Hanawa (author), King, Audrey E.H. (author), and Kansas State University University of Minnesota, St. Paul
- Format:
- Journal article
- Publication Date:
- 2018-08
- Published:
- United States: American Society for Horticultural Science
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 11 Document Number: D10334
- Journal Title:
- HortTechnology
- Journal Title Details:
- 28(4) : 516-523
- Notes:
- 8 pages., Via online journal., 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.