SAES-422 Multistate Research Activity Accomplishments Report
Sections
Status: Approved
Basic Information
- Project No. and Title: NC222 : Impact of Technology on Rural Consumer Access to Food and Fiber Products
- Period Covered: 10/01/2002 to 10/01/2003
- Date of Report: 11/21/2003
- Annual Meeting Dates: 10/09/2003 to 10/10/2003
Participants
Bastow-Shoop, Holly (holly.bastow-shoop@ndsu.nodak.edu) - North Dakota State University; Damhorst, Mary Lynn (mldmhrst@iastate.edu) - Iowa State University; Gregory, Susan (susan.gregory@emich.edu) - Eastern Michigan University; Hyllegard, Karen (hyllegard@cahs.colostate.edu) - Colorado State University; Jasper, Cynthia (jasper@consci.wisc.edu) - University of Wisconsin-Madison; Johnson, Kim (kjohnson@che.umn.edu) - University of Minnesota; Jolly, Laura D. (ljolly@utk.edu) - University of Tennessee; Kean, Rita (krees@unlnotes.unl.edu) - University of Nebraska; Buckley Lakner, Hilda (h-lakner@uiuc.edu) - University of Illinois; Lennon, Sharron J. (lennon.2@osu.edu) - The Ohio State University; Lokken-Worthy, Sheri (slokken@humansci.msstate.edu) - Mississippi State University; Lyons, Nancy (nancy_lyons@sdstate.edu) - South Dakota State University; Manikowski, Linda L. (linda_manikowske@ndsu.nodak.edu) - North Dakota State University; Sanik, Marge (sanik.1@osu.edu) - The Ohio State University; Trautmann, Julianne (jtrautm@ilstu.edu) - Illinois State University
[Minutes]
Accomplishments
In this section focus on intended outcomes and potential impacts. This information should be built around the activity‘s milestones, as they were identified in the original proposal. The report should also reflect on the items that stakeholders want to know, or want to see. Also, describe plans for the coming year in no more than one or two short paragraphs.
Scientists from 11 states are exploring the attitudes of rural consumers toward television and Internet sources for information search and purchase of food and fiber products. Experimental data collected from 358 rural consumers in six states suggest that exposure to Internet sources leads to positive changes in attitudes toward the sources, but exposure to home shopping networks leads to negative attitudinal changes. Survey data collected from 2,198 rural consumers in 11 states were analyzed to test Roger‘s Diffusion of Innovation theory; data suggest factors that speed up or slow down the adoption of the Internet for purchase of products. Furthermore, factors have been identified that discriminate between adopters and non-adopters of the Internet for purchases. Additional analyses of these data include determination/development of the following: a) differences in information search based upon product category and demographics, b) levels of satisfaction with product sources, c) levels of innovation of adopters of the Internet for purchases, d) effect of perceived time poverty on frequency of Internet purchases, and e) a profile of adopters and non-adopters of the Internet for purchasing products. Fact sheets and a website have been developed to describe progress on this project. Follow-up panel data are currently being analyzed. The main accomplishments in 2003 were the completion of the data collection for the follow-up panel survey and the continued development of research presentations and publications. Data from the follow-up panel survey were collected from November 2002 through February 2003 by Iowa State University from respondents to the initial 2000 survey. These surveys were sent to 2533 households in 11 states in towns with populations of less than 50,000. The usable return rate was 42%. Data was coded, entered, and cleaned. Some data analysis has commenced.
The general project objective is to explore the impact of communication technology on consumers access to food and fiber products. Accomplishments relating to specific objectives of the project are as follows:
Objective 1: to identify sources of information used by rural consumers in the search for food and fiber consumer products. This objective has been addressed through the consumer technology use experiments and their follow-ups and the consumer panel survey and its follow-up. The 2003 data has not been analyzed yet in this regard, but the rest appears to indicate some increase in use of the Internet to search for food and fiber information by rural consumers. Four papers are addressing this objective.
Objective 2: identify sources used by rural consumers to acquire food and fiber products. This objective has been addressed through the consumer technology use experiments and their follow-ups and the consumer panel survey and its follow-up. An analysis of the 2003 data shows a net gain of 79 consumers since 2000 who are now using the Internet to purchase clothing, a net gain of 100 who are now using the Internet to purchase food, and a net gain of 128 consumers who are now using the Internet to purchase home furnishings products in our sample. Nine papers address this objective and one is in review.
Objective 3: to assess attitudes of rural consumers toward emerging communication technologies for search and acquisition of consumer products. Five papers address this objective, one is in review, and one has been published.
Objective 4: to develop profiles of rural consumers based upon product acquisition patterns. Scientists from Minnesota have collaborated with faculty from the Minnesota Extension service to determine what strategies are used by successful retailers in rural communities in Minnesota in direct competition with at least one big retailer. Part of this collaboration is focused on assessing consumers in these same communities to determine consumer expectations for product and services from independent retailers. This collaboration addresses 4.
Objective 5: to identify the dynamic process of adoption of emerging communication technologies by rural consumers for the search and acquisition for food and fiber products. Two proposed papers address this objective. Based on preliminary analyses we know that some rural consumers have dropped out of purchasing via the Internet, but more have begun to purchase that way.
Scientists from 11 states are exploring the attitudes of rural consumers toward television and Internet sources for information search and purchase of food and fiber products. Experimental data collected from 358 rural consumers in six states suggest that exposure to Internet sources leads to positive changes in attitudes toward the sources, but exposure to home shopping networks leads to negative attitudinal changes. Survey data collected from 2,198 rural consumers in 11 states were analyzed to test Roger‘s Diffusion of Innovation theory; data suggest factors that speed up or slow down the adoption of the Internet for purchase of products. Furthermore, factors have been identified that discriminate between adopters and non-adopters of the Internet for purchases. Additional analyses of these data include determination/development of the following: a) differences in information search based upon product category and demographics, b) levels of satisfaction with product sources, c) levels of innovation of adopters of the Internet for purchases, d) effect of perceived time poverty on frequency of Internet purchases, and e) a profile of adopters and non-adopters of the Internet for purchasing products. Fact sheets and a website have been developed to describe progress on this project. Follow-up panel data are currently being analyzed. The main accomplishments in 2003 were the completion of the data collection for the follow-up panel survey and the continued development of research presentations and publications. Data from the follow-up panel survey were collected from November 2002 through February 2003 by Iowa State University from respondents to the initial 2000 survey. These surveys were sent to 2533 households in 11 states in towns with populations of less than 50,000. The usable return rate was 42%. Data was coded, entered, and cleaned. Some data analysis has commenced.
The general project objective is to explore the impact of communication technology on consumers access to food and fiber products. Accomplishments relating to specific objectives of the project are as follows:
Objective 1: to identify sources of information used by rural consumers in the search for food and fiber consumer products. This objective has been addressed through the consumer technology use experiments and their follow-ups and the consumer panel survey and its follow-up. The 2003 data has not been analyzed yet in this regard, but the rest appears to indicate some increase in use of the Internet to search for food and fiber information by rural consumers. Four papers are addressing this objective.
Objective 2: identify sources used by rural consumers to acquire food and fiber products. This objective has been addressed through the consumer technology use experiments and their follow-ups and the consumer panel survey and its follow-up. An analysis of the 2003 data shows a net gain of 79 consumers since 2000 who are now using the Internet to purchase clothing, a net gain of 100 who are now using the Internet to purchase food, and a net gain of 128 consumers who are now using the Internet to purchase home furnishings products in our sample. Nine papers address this objective and one is in review.
Objective 3: to assess attitudes of rural consumers toward emerging communication technologies for search and acquisition of consumer products. Five papers address this objective, one is in review, and one has been published.
Objective 4: to develop profiles of rural consumers based upon product acquisition patterns. Scientists from Minnesota have collaborated with faculty from the Minnesota Extension service to determine what strategies are used by successful retailers in rural communities in Minnesota in direct competition with at least one big retailer. Part of this collaboration is focused on assessing consumers in these same communities to determine consumer expectations for product and services from independent retailers. This collaboration addresses 4.
Objective 5: to identify the dynamic process of adoption of emerging communication technologies by rural consumers for the search and acquisition for food and fiber products. Two proposed papers address this objective. Based on preliminary analyses we know that some rural consumers have dropped out of purchasing via the Internet, but more have begun to purchase that way.
Impacts
- Results of this project will increase understanding of rural consumers and will facilitate development of programs and familiarize rural consumers with the broad array of product information about and convenient sources of food and fiber products.
- These data will also help rural retailers adjust to the changing marketplace, thereby enhancing economic and community development in small town areas.
- All consumers purchase food and fiber products, making the project relevant to all areas of the U.S.
- In particular, non-metropolitan areas in the U.S., being a growing segment of the population, will benefit.
Publications
Fritchie, L. F., & Johnson, K.K.P. (2003) Personal selling approaches used in television shopping. Journal of Fashion Marketing and Management, 7(3), 249-258.
Gregory, S.R., Jasper, C.R., Lokken, S., and Damhorst, M.L. (Accepted for Publication). Rural Consumers Use of the Internet for Search and Acquisitions of Food and Travel Services. The Journal of Tourism Management.
Johnson, K. K. P.; Lennon, S. J.; Jasper, C.; Damhorst, M. L.; and Lakner, H. B. (2003) An application of Roger‘s innovation model: Use of the Internet to purchase apparel, food, and home furnishing products by small community consumers. Clothing and Textiles Research Journal, 21(4), 185-196.
Lee, M., & Johnson, K. K. P. (2003). Predicting Internet purchasers buying frequency. Journal of the Korean Home Economics Association, 41(5), 59-70.
Lokken, S.L., Cross, G., Halbert, L., Lindsey, G., Derby, C., & Stanford, C. (2003, March). Comparing online and non-online shoppers. International Journal of Consumer Studies, 27(2), 126-133.
Yoh, E., Damhorst, M. L., Sapp, S. G., & Laczniak, R. N. (in press). Consumer adoption of the Internet: The case of apparel shopping. Psychology and Marketing.
Presentations:
Kim, M. J., & Lennon, S. J. The effects of visual and verbal information on attitudes and purchase intent in online shopping, Part I. Paper presented at the International Conference on Retailing and Services Science, Portland, OR, GA, 2003.
Lakner, H. B. Recent research on Internet shopping conducted at the University of Illinois at Urbana-Champaign. Invited presentation at a symposium at the National Institute of Fashion Technology (Delhi), 4 December 2003.
Lakner, H. B. and Jeon, K. M. Persuasion in Internet shopping for functional versus fashionable apparel. Paper presented at the 7th Asian Textile Conference, Delhi, India, 2 December 2003.
Lokken, S. L. (February 7, 2003). Be Mine Online: Fall in Love with Internet Shopping without Getting Cheated, presented to Mississippi State University Womens Club, Starkville, MS.
Lokken, S. L. (February 20, 2003). Virtual Shopping Credit Card Reality, presented at the Mississippi Association for Family and Consumer Sciences Annual Conference, Raymond, MS.
Gregory, S.R., Jasper, C.R., Lokken, S., and Damhorst, M.L. (Accepted for Publication). Rural Consumers Use of the Internet for Search and Acquisitions of Food and Travel Services. The Journal of Tourism Management.
Johnson, K. K. P.; Lennon, S. J.; Jasper, C.; Damhorst, M. L.; and Lakner, H. B. (2003) An application of Roger‘s innovation model: Use of the Internet to purchase apparel, food, and home furnishing products by small community consumers. Clothing and Textiles Research Journal, 21(4), 185-196.
Lee, M., & Johnson, K. K. P. (2003). Predicting Internet purchasers buying frequency. Journal of the Korean Home Economics Association, 41(5), 59-70.
Lokken, S.L., Cross, G., Halbert, L., Lindsey, G., Derby, C., & Stanford, C. (2003, March). Comparing online and non-online shoppers. International Journal of Consumer Studies, 27(2), 126-133.
Yoh, E., Damhorst, M. L., Sapp, S. G., & Laczniak, R. N. (in press). Consumer adoption of the Internet: The case of apparel shopping. Psychology and Marketing.
Presentations:
Kim, M. J., & Lennon, S. J. The effects of visual and verbal information on attitudes and purchase intent in online shopping, Part I. Paper presented at the International Conference on Retailing and Services Science, Portland, OR, GA, 2003.
Lakner, H. B. Recent research on Internet shopping conducted at the University of Illinois at Urbana-Champaign. Invited presentation at a symposium at the National Institute of Fashion Technology (Delhi), 4 December 2003.
Lakner, H. B. and Jeon, K. M. Persuasion in Internet shopping for functional versus fashionable apparel. Paper presented at the 7th Asian Textile Conference, Delhi, India, 2 December 2003.
Lokken, S. L. (February 7, 2003). Be Mine Online: Fall in Love with Internet Shopping without Getting Cheated, presented to Mississippi State University Womens Club, Starkville, MS.
Lokken, S. L. (February 20, 2003). Virtual Shopping Credit Card Reality, presented at the Mississippi Association for Family and Consumer Sciences Annual Conference, Raymond, MS.