2026 Volume 63 Issue 4 Pages 7-12
This study analyzes the consumer effects of a real-time image-sharing system for farmers’ markets and the factors influencing these outcomes. The results indicate that such systems enhance customer commitment and purchasing efficiency. These effects are particularly strong among customers who actively use farmers’ markets, intend to use them, and perceive high value in these markets. Conversely, the effects are weaker among older customers, though frequent market users experience significant benefits regardless of age. Based on these findings, we recommend marketing strategies where farmers use real-time images of their farm stands to differentiate themselves from competing stores and foster long-term customer relationships.
