| This study examined the influence of farmer, farm, and product characteristics on technology adoption of e-marketing by direct marketing farms in the Northeastern U.S. Maximum likelihood estimators (Probit and Logit) were used to determine the relationship between these characteristics and website adoption. The explanatory variables were based on those identified in computer, Internet, and e-commerce adoption studies as well as variables specifically related to direct marketing farms. The similar results of both the Probit and Logit models indicated that farm businesses that have adopted the use of websites have higher gross farm sales, advertise using more methods, sell less perishable goods, or have high-speed Internet access. The data did not suggest that education level, age, or land tenure were important in determining website adoption. The results fulfill the objectives that the study set out to accomplish by identifying the significant characteristics of direct marketing farms in the Northeast U.S. that impact website adoption. |
