Beef cattle producers' perceptions and behaviors towards website credibility, e-commerce and online auctions
Keller, Jaime Leigh
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While there have been studies dealing with the e-commerce behaviors of consumers, there have been few within the agriculture industry and none that focus directly on beef cattle producers. The purpose of this study is to identify the perceptions and behaviors that beef cattle producers have toward website credibility, e-commerce, and online auctions. Little is known about the e-commerce behaviors of beef cattle producers. The accessible population for this study was developed from Texas breed association lists from the following six breeds: Angus, Gelbvieh, Charolais, Limousin, Hereford, and Red Angus. A stratified random sample was selected from the six breeds resulting in 843 participants. Data were collected using an instrument developed by the researcher based on previous studies. The data collection methods used in this study followed those recommended by Dillman (2000) and resulted in a 60.8% response rate. Data on the main variables were summarized using measures of central tendencies, variability, and frequency distributions. New variables were created for the total score on credibility factors, need for e-commerce security factors, and attitude toward e-commerce factors. Relationships between variables were analyzed using correlation and regression techniques. Correlations were conducted to determine the amount of influence each variable has on another. Regressions were conducted to see which variables predict and explain the variances in the calculated total scores for website credibility, need for e-commerce security factors, and attitudes toward e-commerce.