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The Economic Impact of Services Provided by an Electronic Trade Platform: The Case of MarketMaker

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  • Zapata, Samuel D.
  • Carpio, Carlos E.
  • Isengildina-Massa, Olga
  • Lamie, R. David

Abstract

Despite the touted potential of e-commerce to improve agriculture profits, the literature on effectiveness of e-commerce is very limited. This paper assesses the economic impact of an electronic trade platform (i.e., MarketMaker) on agricultural producers. Contingent valuation techniques are employed to estimate the monetary value that producers placed on MarketMaker services. Results indicate that producers are willing to pay $47.02 annually for the services they receive. Registration type, amount of time registered, amount of time devoted to MarketMaker, type of user, number of marketing contacts received, and firm total annual sales have a significant effect on producers’ willingness to pay.

Suggested Citation

  • Zapata, Samuel D. & Carpio, Carlos E. & Isengildina-Massa, Olga & Lamie, R. David, 2013. "The Economic Impact of Services Provided by an Electronic Trade Platform: The Case of MarketMaker," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(3), pages 1-20.
    • Handle: RePEc:ags:jlaare:165933
    DOI: 10.22004/ag.econ.165933
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    Cited by:

    1. Zapata, Samuel D. & Isengildina-Massa, Olga & Carpio, Carlos E. & Lamie, R. David, 2016. "Does E-Commerce Help Farmers’ Markets? Measuring the Impact of MarketMaker," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-18, July.
    2. Michael Vassalos & Wuyang Hu & Timothy Woods & Jack Schieffer & Carl Dillon, 2016. "Risk Preferences, Transaction Costs, and Choice of Marketing Contracts: Evidence from a Choice Experiment with Fresh Vegetable Producers," Agribusiness, John Wiley & Sons, Ltd., vol. 32(3), pages 379-396, July.
    3. Vassalos, Michael & Lim, Kar Ho, 2016. "Farmers’ Willingness to Pay for Various Features of Electronic Food Marketing Platforms," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(2), pages 1-19, May.
    4. Brenna Ellison & Nicholas D Paulson & Mykel R Taylor & Glynn T Tonsor & Jonathan Coppess & Gary D Schnitkey, 2017. "Evaluation of Educational Offerings Associated with the 2014 Farm Bill," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 39(4), pages 547-558.
    5. Lili Li & Yiwu Zeng & Zi Ye & Hongdong Guo, 2021. "E‐commerce development and urban‐rural income gap: Evidence from Zhejiang Province, China," Papers in Regional Science, Wiley Blackwell, vol. 100(2), pages 475-494, April.
    6. Lili Li & Linyi Zheng & Zhonggen Zhang & Yixiang Song, 2024. "How to trigger and strengthen the positive impact of the internet on the income of farmers in the region? A case from China," Electronic Commerce Research, Springer, vol. 24(2), pages 1407-1433, June.
    7. Zeng, Yiwu & Jia, Fu & Wan, Li & Guo, Hongdong, 2017. "E-commerce in agri-food sector: a systematic literature review," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(4), February.
    8. Vassalos, Michael & Li, Yingbo, 2016. "Assessing the Impact of Fresh Vegetable Growers’ Risk Aversion Levels and Risk Preferences on the Probability of Adopting Marketing Contracts: A Bayesian Approach," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(1), pages 1-18, February.
    9. Giovanni Pino & Pierluigi Toma & Cristian Rizzo & Pier Paolo Miglietta & Alessandro M. Peluso & Gianluigi Guido, 2017. "Determinants of Farmers’ Intention to Adopt Water Saving Measures: Evidence from Italy," Sustainability, MDPI, vol. 9(1), pages 1-14, January.
    10. Adil Zia & Musaad Alzahrani, 2022. "Investigating the Effects of E-Marketing Factors for Agricultural Products on the Emergence of Sustainable Consumer Behaviour," Sustainability, MDPI, vol. 14(20), pages 1-20, October.
    11. Zapata, Samuel D. & Carpio, Carlos E., 2014. "Distribution-free Methods for Estimation of Willingness to Pay Models Using Discrete Response Valuation Data," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170453, Agricultural and Applied Economics Association.

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