FACTORS INFLUENCING COMPUTER USAGE AMONG HORTICULTURE FIRMS IN THE UNITED STATES

Empirical models describing the factors influencing the levels of computerization of the operations of nurseries and greenhouses in the United States were estimated using the data collected from a regional survey in the Southern States and two national surveys in the United States. The models measure the significant effects of the socioeconomic characteristics of managers and operational characteristics of firms to the level of computer use among nurseries and greenhouses. Results show that the socioeconomic characteristics of the participating owners and managers had exercised limited influence in the decisions involving the computerization of horticulture operations. The operational characteristics of the horticulture operations included in the surveys which have significant influences on the level of computerization included the number of workers hired, level of automation, annual gross sales, wholesale sales, years since establishment, and location. The recent Great Recession encouraged the participating firms to increase the use of computers in their operations.