Beef producers online: diffusion theory applied

Members of an Australian beef producer group have become users of electronic communication as a precursor to fuller engagement in electronic commerce. The research team’s immediate aim was to assist this group to become effective users of the Internet. In addition, using interpretive methods of enquiry, aims to provide a basis from which subsequent wider usage of the Internet in the red meat industry could be enabled. Presents data from the project using diffusion theory as a framework, with rich description to allow for further interpretation of the views of all parties. The apparent success of the project suggests it can be used or adapted for other members of the beef industry, having regard for their particular circumstances.