TY - JOUR
T1 - The economic impact of services provided by an electronic trade platform
T2 - The case of MarketMaker
AU - Zapata, Samuel D.
AU - Carpio, Carlos E.
AU - Isengildina-Massa, Olga
AU - Lamie, R. Dave
PY - 2013/12
Y1 - 2013/12
N2 - 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.
AB - 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.
KW - Contingent valuation
KW - E-commerce
KW - Nonparametric methods
KW - Willingness to pay
UR - http://www.scopus.com/inward/record.url?scp=84894244148&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:84894244148
SN - 1068-5502
VL - 38
SP - 359
EP - 378
JO - Journal of Agricultural and Resource Economics
JF - Journal of Agricultural and Resource Economics
IS - 3
ER -