Work

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

Year: 2018

Type: article

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.

Source: HortTechnology

DOI: 10.21273/horttech03901-17

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

Institutions: Kansas State University, University of Minnesota

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Business and International Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $2,500

OpenAlex ID: W2890511262