Table 4 Web content analysis (information and communication variables).
Oil 2018 | Oil 2022 | Phi coefficient | Fruit 2018 | Fruit 2022 | Phi coefficient | Wine 2018 | Wine 2022 | Phi coefficient | Total 2018 | Total 2022 | Phi coefficient | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Variable information | ||||||||||||
1. Information on cooperatives | ||||||||||||
I.1.1- Description of the cooperative | 93.5% | 95.8% | 96.2% | 100.0% | 91.2% | 97.0% | 93.4% | 97.1% | ||||
I.1.2- Contact: telephone number, fax or email address | 95.7% | 97.9% | 96.2% | 100.0% | 97.1% | 100.0% | 96.2% | 99.0% | ||||
I.1.3- Images of the cooperative | 65.2% | 68.8% | 84.6% | 91.3% | 79.4% | 93.9% | − 0.213Φ | 74.5% | 81.7% | |||
I.1.4- Information on products, qualities, prices, etc | 100.0% | 97.9% | 96.2% | 100.0% | 88.2% | 90.9% | 95.3% | 96.2% | ||||
I.1.5- Communication of news/events | 54.3% | 56.3% | 38.5% | 43.5% | 70.6% | 72.7% | 55.7% | 58.7% | ||||
I.1.6- Information about the location of the cooperative | 97.8% | 100.0% | 96.2% | 100.0% | 97.1% | 100.0% | 97.2% | 100.0% | − 0.119Φ | |||
I.1.7- Links to rating websites | 0.0% | 2.1% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 1.0% | ||||
I.1.8. Virtual Tour | 0.0% | 0.0% | 0.0% | 0.0% | 5.9% | 3.0% | 1.9% | 1.0% | ||||
I.1.9. Opening hours of the cooperative or farm shop | 54.3% | 58.3% | 23.1% | 34.8% | 55.9% | 69.7% | 47.2% | 56.7% | ||||
2. Cooperative facilities | ||||||||||||
I.2.1- Location of fields | 89.1% | 91.7% | 88.5% | 95.7% | 82.4% | 90.9% | 86.8% | 92.3% | ||||
I.2.2- Information on field quality | 63.0% | 62.5% | 46.2% | 43.5% | 67.6% | 75.8% | 60.4% | 62.5% | ||||
I.2.3- Information on the processes followed in the elaboration of the product | 69.6% | 66.7% | 65.4% | 69.6% | 52.9% | 57.6% | 63.2% | 64.4% | ||||
I.2.4- Information on the different operational areas of the cooperative | 15.2% | 20.8% | 46.2% | 52.2% | 17.6% | 24.2% | 23.6% | 28.8% | ||||
I.2.5- Information on the cooperative's shop(s) | 45.7% | 45.8% | 42.3% | 47.8% | 79.4% | 84.8% | 55.7% | 58.7% | ||||
3. Environment of the cooperative | ||||||||||||
I.3.1- Links to different crop information websites | 21.7% | 20.8% | 15.4% | 17.4% | 29.4% | 27.3% | 22.6% | 22.1% | ||||
I.3.2- Tourist information about the area | 26.1% | 31.3% | 30.8% | 30.4% | 61.8% | 60.6% | 38.7% | 40.4% | ||||
I.3.3- Links to other related businesses | 10.9% | 10.4% | 42.3% | 43.5% | 38.2% | 36.4% | 27.4% | 26.0% | ||||
4. Promotion | ||||||||||||
I.4.1- Event promotions, advertising campaigns, advertisements, trade fairs, etc | 43.5% | 41.7% | 23.1% | 26.1% | 58.8% | 60.6% | 43.4% | 44.2% | ||||
I.4.2- Incentives: vouchers/coupons, exclusive internet offers, promotions | 21.7% | 25.0% | 11.5% | 13.0% | 14.7% | 21.2% | 17.0% | 21.2% | ||||
I.4.3- Information on guided tours | 10.9% | 12.5% | 7.7% | 8.7% | 41.2% | 48.5% | 19.8% | 23.1% | ||||
Communication variable | ||||||||||||
1. Interaction with customers | ||||||||||||
C.1.1- E-mail and telephone of the establishment | 97.8% | 97.9% | 96.2% | 100.0% | 97.1% | 100.0% | 97.2% | 99.0% | ||||
C.1.2- Ability to collect comments online | 10.9% | 70.8% | − 0.608*** | 7.7% | 69.6% | − 0.641*** | 11.8% | 78.8% | − 0.674*** | 10.4% | 73.1% | − 0.636*** |
C.1.3- Instant messaging | 6.5% | 8.3% | 0.0% | 4.3% | 0.0% | 6.1% | 2.8% | 6.7% | ||||
C.1.4- On-line surveys | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | ||||
C.1.5- Frequently asked questions area | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | 0.0% | ||||
C.1.6- Option to receive newsletter | 13.0% | 18.8% | 19.2% | 17.4% | 23.5% | 33.3% | 17.9% | 23.1% | ||||
C.1.7- Restricted area exclusively for customers or partners | 60.9% | 66.7% | 65.4% | 69.6% | 38.2% | 60.6% | − 0.224Φ | 54.7% | 65.4% | |||
C.1.8- Option to vote on quality/satisfaction with services rendered | 15.2% | 14.6% | 3.8% | 4.3% | 8.8% | 12.1% | 10.4% | 11.5% | ||||
2. Web 2.0 resources | ||||||||||||
C.2.1- Content Syndication (RSS) | 6.5% | 4.2% | 7.7% | 4.3% | 11.8% | 12.1% | 8.5% | 6.7% | ||||
C.2.2- Podcasting/ vodcasting | 2.2% | 2.1% | 3.8% | 0.0% | 0.0% | 0.0% | 1.9% | 1.0% | ||||
C.2.3- Applications that allow the publication of content by the user | 2.2% | 2.1% | 0.0% | 0.0% | 0.0% | 0.0% | 0.9% | 1,0% | ||||
C.2.4- Enabling customers to share content | 34.8% | 35.4% | 30.8% | 34.8% | 38.2% | 42.4% | 34.9% | 37.5% | ||||
C.2.5- Link to company blog | 2.2% | 12.5% | − 0.197Φ | 3.8% | 13.0% | 0.0% | 12.1% | − 0.256* | 1.9% | 12.5% | − 0.206** | |
C.2.6- Links to external image and video platforms | 13.0% | 54.2% | − 0.434*** | 3.8% | 39.1% | − 0.437** | 20.6% | 63.6% | − 0.436*** | 13.2% | 53.8% | − 0.431*** |
C.2.7- Links to company social networks | 63.0% | 62.5% | 46.2% | 56.5% | 64.7% | 81.8% | 59.4% | 67.3% | ||||
C.2.8- Link to Wikipedia | 0.0% | 0.0% | 0.0% | 0.0% | 2.9% | 0.0% | 0.9% | 0.0% | ||||
3. Language skills | ||||||||||||
C.3- Website available in more than one language | 78.3% | 77.1% | 84.6% | 87.0% | 73.5% | 87.9% | 78.3% | 82.7% |