Adoption of E-Marketing by Direct Market Farms in the Northeastern U.S.
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Many farms have begun operating websites in order to promote their businesses. This study used data from a survey of farms in the northeastern U.S. for the year 2004 in order to identify characteristics of farmers, farms, and farm businesses associated with website adoption. Following a technology adoption framework, a Probit model of website adoption was estimated to identify significant relationships. Some sales locations and product types, advertising diversity, high speed Internet connections, and gross farm sales were found to be significantly related to website adoption.