IDEAS home Printed from https://ideas.repec.org/a/ags/jlofdr/240766.html
   My bibliography  Save this article

Does E-Commerce Help Farmers’ Markets? Measuring the Impact of MarketMaker

Author

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

Abstract

MarketMaker is one of the most extensive collections of electronic searchable food industry related data engines in the country with over 17,500 profiles of food related enterprises, including more than 7,600 agricultural producers and 1,295 farmers markets. This study examined the impact of MarketMaker on participating farmers’ markets. Our findings indicate that about half of the farmers markets have experienced benefits from their participation in the form of new contacts, new customers and vendors, and increase in sales. Through the analysis of factors that affect the increase in farmers’ markets sales due to MarketMaker we identified that the components needed for the more successful use of MarketMaker include an established MarketMaker program, an established farmers’ market and an active user-manager.

Suggested Citation

  • 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.
    • Handle: RePEc:ags:jlofdr:240766
    DOI: 10.22004/ag.econ.240766
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/240766/files/1_Massa.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.240766?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Other versions of this item:

    References listed on IDEAS

    as
    1. Smith, Aaron D. & Goe, W. Richard & Kemey, Martin & Morrison Paul, Catherine J., 2004. "Computer and Internet Use by Great Plains Farmers," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 29(3), pages 1-20, December.
    2. Mark B. Stewart, 1983. "On Least Squares Estimation when the Dependent Variable is Grouped," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 50(4), pages 737-753.
    3. Torvatn, Hans, 1999. "Using program theory models in evaluation of industrial modernization programs: three case studies," Evaluation and Program Planning, Elsevier, vol. 22(1), pages 73-82.
    4. Ehmke, Cole & Ernst, Stanley C. & Hopkins, Jeffrey W. & Tweeten, Luther G., 2001. "The Market For E-Commerce Services In Agriculture," 2001 Annual meeting, August 5-8, Chicago, IL 20523, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    5. Carpio, Carlos E. & Wohlgenant, Michael K. & Safley, Charles D., 2008. "Relative Importance of Factors Affecting Customer's Decisions to Buy Pick-Your-Own Versus Preharvested Fruit at North Carolina Farms," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 40(3), pages 983-997, December.
    6. 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.
    7. Park, Timothy A. & Mishra, Ashok K., 2003. "Internet Usage By Farmers: Evidence From A National Survey," 2003 Annual meeting, July 27-30, Montreal, Canada 21940, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    8. Batte, Marvin T. & Ernst, Stanley C., 2007. "Net Gains from 'Net Purchases? Farmers' Preferences for Online and Local Input Purchases," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 36(1), pages 1-11, April.
    9. Brett Day, 2007. "Distribution-free estimation with interval-censored contingent valuation data: troubles with Turnbull?," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 37(4), pages 777-795, August.
    10. Montealegre, Fernando & Thompson, Sarahelen R. & Eales, James S., 2007. "An Empirical Analysis of the Determinants of Success of Food and Agribusiness E-Commerce Firms," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 10(1), pages 1-21.
    11. Zapata, Samuel D. & Carpio, Carlos E. & Isengildina-Massa, Olga & Lamie, R. Dave, 2011. "Do Internet-Based Promotion Efforts Work? Evaluating MarketMaker," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 29(1).
    12. Briggeman, Brian C. & Whitacre, Brian E., 2008. "Farming and the Internet: Factors Affecting Input Purchases Online and Reasons for Non-Adoption," 2008 Annual Meeting, February 2-6, 2008, Dallas, Texas 6871, Southern Agricultural Economics Association.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ying Song & Lu Li & Stavros Sindakis & Sakshi Aggarwal & Charles Chen & Saloome Showkat, 2024. "Examining E-Commerce Adoption in Farmer Entrepreneurship and the Role of Social Networks: Data from China," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 8290-8326, June.
    2. Jean D. Gumirakiza & Mara E. Schroering, 2024. "Do Online Shoppers Attend Farmers’ Markets?," Journal of Agricultural Science, Canadian Center of Science and Education, vol. 11(10), pages 1-39, April.
    3. Aashish Argade & Arnab Kumar Laha & Anand Kumar Jaiswal, 2022. "Electronic marketplaces under conditions of oligopsony and relational marketing – an empirical exploration of electronic agricultural markets in India," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1541-1554, September.
    4. Dawn Thilmany & Elizabeth Canales & Sarah A. Low & Kathryn Boys, 2021. "Local Food Supply Chain Dynamics and Resilience during COVID‐19," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(1), pages 86-104, March.
    5. Grzegorz Szymanski & Robert Stanislawski, 2018. "Research Online - Purchase Offline - A Phenomenon Among The Young Generation In The E-Commerce Sector," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 12(1), pages 185-192.
    6. Xiaojing Li & Apurbo Sarkar & Xianli Xia & Waqar Hussain Memon, 2021. "Village Environment, Capital Endowment, and Farmers’ Participation in E-Commerce Sales Behavior: A Demand Observable Bivariate Probit Model Approach," Agriculture, MDPI, vol. 11(9), pages 1-20, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Fecke, Wilm & Danne, Michael & Mußhoff, Oliver, 2018. "E-commerce in agriculture: The case of crop protection product purchases in a discrete choice experiment," DARE Discussion Papers 1803, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    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. 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.
    5. LoPiccalo, Katherine, 2022. "Impact of broadband penetration on U.S. Farm productivity: A panel approach," Telecommunications Policy, Elsevier, vol. 46(9).
    6. Mishra, Ashok K. & Williams, Robert P. & Detre, Joshua D., 2009. "Internet Access and Internet Purchasing Patterns of Farm Households," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 38(2), pages 1-18, October.
    7. 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.
    8. Thia Hennessy & Doris Läpple & Brian Moran, 2016. "The Digital Divide in Farming: A Problem of Access or Engagement?," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 38(3), pages 474-491.
    9. Fecke, Wilm & Danne, Michael & Mußhoff, Oliver, 2018. "Online-Einkauf von Pflanzenschutzmitteln: Ein Discrete Choice Experiment mit landwirtschaftlichen Unternehmern in Deutschland," DARE Discussion Papers 1811, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    10. T.R.L. Fry & R.D. Brooks & Br. Comley & J. Zhang, 1993. "Economic Motivations for Limited Dependent and Qualitative Variable Models," The Economic Record, The Economic Society of Australia, vol. 69(2), pages 193-205, June.
    11. Esteban Aucejo & Jonathan James, 2021. "The Path to College Education: The Role of Math and Verbal Skills," Journal of Political Economy, University of Chicago Press, vol. 129(10), pages 2905-2946.
    12. Sauer, Johannes & Zilberman, David, 2009. "Innovation Behaviour At Farm Level – Selection And Identification," 83rd Annual Conference, March 30 - April 1, 2009, Dublin, Ireland 51073, Agricultural Economics Society.
    13. Sandy Tubeuf & Marc Perronnin, 2008. "New prospects in the analysis of inequalities in health: a measurement of health encompassing several dimensions of health," Health, Econometrics and Data Group (HEDG) Working Papers 08/01, HEDG, c/o Department of Economics, University of York.
    14. P.W. Miller & S. Rummery, 1989. "Gender Wage Discrimination in Australia: A reassessment," Economics Discussion / Working Papers 89-21, The University of Western Australia, Department of Economics.
    15. Meier, Stephan & Sprenger, Charles D., 2013. "Discounting financial literacy: Time preferences and participation in financial education programs," Journal of Economic Behavior & Organization, Elsevier, vol. 95(C), pages 159-174.
    16. Mattias Vesterberg and Chandra Kiran B. Krishnamurthy, 2016. "Residential End-use Electricity Demand: Implications for Real Time Pricing in Sweden," The Energy Journal, International Association for Energy Economics, vol. 0(Number 4).
    17. Jakus, Paul M. & Jensen, Kimberly L. & Davis, George C., 2003. "Revenue Impacts of MPP Branded Funds: A Firm-Level Analysis," Agricultural and Resource Economics Review, Cambridge University Press, vol. 32(2), pages 184-197, October.
    18. Monaco, Lourival C. & Mohammadi, Z. Mati & Utech, Hailey & Gray, Allan W. & Brewer, Brady E. & Downey, Scott & Keshavarz, Masoomeh, 2021. "Online Purchasing of Agricultural Inputs by American Farmers," 2021 Annual Meeting, August 1-3, Austin, Texas 313987, Agricultural and Applied Economics Association.
    19. Andrew Pendleton & Alex Bryson & Howard Gospel, 2017. "Ownership and Pay in Britain," British Journal of Industrial Relations, London School of Economics, vol. 55(4), pages 688-715, December.
    20. 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.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:jlofdr:240766. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/fdrssea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.