Skip to main content Accessibility help

Net Gains from 'Net Purchases? Farmers’ Preferences for Online and Local Input Purchases

  • Marvin T. Batte (a1) and Stan Ernst (a1)


E-commerce represents both threats to and opportunities for rural communities. This study addresses one element of the issue: farmers’ willingness to substitute online merchants or national farm input stores for local businesses. Results of a conjoint analysis of contingent choice experiments suggest that farmers are willing to purchase from online or national stores outside their communities if compensated with lower prices or greater services. Results also demonstrate that the context of the input purchase, such as time constraints, was very important not only in valuing these services, but, more broadly, in terms of the farmer's loyalty to a local merchant.



Hide All
American City Business Journals. 2003. “The Internet Economic Indicators Facts and Figures.” Available online at (accessed July 18, 2003).
Batte, M. T. 2004. “Computer Adoption and Use by Ohio Farmers.Journal of the American Society of Farm Managers and Rural Appraisers 67(1): 108111.
Batte, M. T. 2006. “Shopping at the Farm Office: What Is the Future of Farm E-commerce?Journal of the American Society of Farm Managers and Rural Appraisers 69(1): 100105.
Batte, M. T., Jones, E., and Schnitkey, G. D. 1990Computer Use by Ohio Commercial Farmers.American Journal of Agricultural Economics 72(4): 935945.
Batte, M. T., Schnitkey, G. D., Rister, M. E., and Frank, G. 1995Farm Information Systems’ Design and Use.” In Batte, M. T., ed., Adoption and Use of Farm Information Systems. North Central Regional Research Publication No. 339, OARDC (Ohio Agricultural Research and Development Center) Special Circular No. 149 (November).
Bejjani, G. 2000. “Venture Capital Perspectives on the Industry.” Presentation at the CARD 2000 Agricultural Forum entitled “E-commerce: The Net Effect on Agribusiness” at the Center for Agricultural and Rural Development (CARD) in Ames, Iowa, February 28, 2000. Available online at (accessed May 1, 2001).
Castle, E. N. 1998. “Agricultural Industrialization in the American Countryside.” Henry A. Wallace Institute for Alternative Agriculture Policy Studies Report No. 11 (October).
Fox, S. 2005. “Digital Divisions.Pew Internet & American Life Project, Washington, D. C. Available online at (accessed January 15, 2006).
Hanemann, M., and Loomis, J. 1991. “Statistical Efficiency of Double-Bounded Dichotomous Choice Contingent Valuation.American Journal of Agricultural Economics 73(4): 12551263.
Lemoux, N., Wortman, M. S. Jr., and Mathias, E. D. 2001. “Dominant Factors Impacting the Development of Business-to-Business (B2B) E-commerce in Agriculture.International Food and Agribusiness Management Review 4(2): 205218.
Lusk, J.L., and Hudson, D. 2004. “Willingness-to-Pay Estimates and Agribusiness Decision Making.Review of Agricultural Economics 26(2): 152169.
Lyman, P., and Varian, H. R. 2003. “How Much Information.” Available online at (accessed January 15, 2006).
National Agricultural Statistics Service (NASS). 2005. “Farm Computer Usage and Ownership.U. S. Department of Agriculture, Washington, D. C. Available online at usda.mann[-] (accessed November 22, 2006).
Park, T., and Mishra, A. 2003. “Internet Usage by Farmers: Evidence from a National Survey.” Selected paper prepared for presentation at the American Agricultural Economics Association Annual Meeting, Montreal, Canada, July 27-30, 2003.
Porter, M. E. 2001. “Strategy and the Internet.Harvard Business Review 79(3): 6378.
Putler, D. S., and Zilberman, D. 1988. “Computer Use in Agriculture: Evidence from Tulare County, California.American Journal of Agricultural Economics 70(4): 790802.
Rogers, E. 1983. Diffusion of Innovations. New York: McMillan Publishing Company.
Rush, L. 2003. “U. S. E-commerce to See Significant Growth by 2008.Cyberatlas (August 7). Available online at,6061_2246041,00.html (accessed November 13, 2003).
U. S. Small Business Administration Office of Advocacy. 1999a. E-commerce: Small Businesses Venture Online (July). Washington, D. C.
U. S. Small Business Administration Office of Advocacy. 1999b. Rural and Urban Areas by Firm Size, 1990–1995 (March). Washington, D.C.
Wheatley, W.P., B., Buhr, and D., DiPietre. 2001. “E-Commerce in Agriculture: Development, Strategy and Market Implications.Staff Paper No. POI-6, Department of Applied Economics, University of Minnesota (July).


Net Gains from 'Net Purchases? Farmers’ Preferences for Online and Local Input Purchases

  • Marvin T. Batte (a1) and Stan Ernst (a1)


Full text views

Total number of HTML views: 0
Total number of PDF views: 0 *
Loading metrics...

Abstract views

Total abstract views: 0 *
Loading metrics...

* Views captured on Cambridge Core between <date>. This data will be updated every 24 hours.

Usage data cannot currently be displayed