Assessing the benefits of farmers' engagement in e-commerce: An empirical study.

Landholders in rural Australia are increasing their use of computers and the internet. In part, this is because of the increased availability of hardware, software and communications infrastructure at reasonable cost. However, it is unclear what all the costs and benefits ofadopting a new technology are. It may be that the primary benefits are simply cost reduction; for example the time saved in financial bookkeeping. Other reasons might include potential gains to production, keeping pace with regulatory and other external changes, or improved marketing opportunities. It is also unclear whether landholders adopt the technology for short term returns or view it more as a longer term investment. These issues are explored in relation to the grains and beefindustries ofthe Central Queensland region.