Positive Online Reviews Research Articles

The Influence of Celebrity Influencers' Credibility and Online Customer Reviews on Purchase Intention: The Mediating Role of Consumer Attitudes

This study aims to analyze the influence of celebrity influencers' credibility and online customer reviews on purchase intention, with consumer attitudes as a mediator. The research employs a quantitative approach, utilizing a questionnaire distributed via Google Forms to 160 Gen Z respondents in Surabaya. Results indicate that celebrity influencers' credibility significantly impacts consumer attitudes and purchase intention directly and indirectly through consumer attitudes. Similarly, online customer reviews have a significant impact on purchase intention directly and indirectly through consumer attitudes. The findings highlight the importance for businesses to strategically leverage credible influencers and encourage positive online reviews to enhance consumer attitudes and drive purchase intentions.

“I Would Never Take My Pet to Someone I Didn’t Trust … My Pet’s Health Is My Health”: A Cross-Cultural Analysis of Evaluative Language in English and Italian Reviews of Veterinary Clinics

This study examines the linguistic and cultural characteristics of positive online reviews left by pet owners for veterinary clinics, with a comparative focus on English and Italian reviews. As pets increasingly become integral family members, online feedback has a significant impact on pet owners’ choices of veterinary services. Using a self-compiled corpus, this analysis employs corpus-assisted tools to explore how reviewers in each language articulate their experiences, expectations, and emotions, identifying thematic differences. English reviews prioritize interpersonal attributes such as kindness and empathy, frequently anthropomorphizing pets as “family members” or “babies”. Conversely, Italian reviews emphasize professionalism and technical competence, often commending staff expertise and attentiveness. The findings reveal cross-cultural distinctions in satisfaction expression, with English reviews highlighting emotional bonds and Italian reviews focusing on professional efficacy. These insights may inform strategies for veterinary clinics to better align communication with clients’ cultural expectations in various markets.

WINNING OVER THE GEN Z: EMPIRICAL INSIGHTS INTO SOCIAL MEDIA BEHAVIOUR DURING TRAVEL

Objective: The objective of this study is to investigate the social media behavior of Generation Z during travel, focusing on their product and service choices, as well as the environmental motivations behind these choices. The aim is to understand how social media influences their travel decisions and promotes responsible tourist behavior. Theoretical Framework: This research is grounded in theories of digital marketing and consumer behavior, particularly in the context of social media's impact on tourism. Concepts such as interactive marketing, online reviews, and social media influence are central to this investigation, providing a solid basis for understanding the dynamics of Gen Z's travel behavior. Method: The methodology adopted for this research comprises a mixed-method approach. Questionnaires were distributed, yielding 301 valid responses from Gen Z individuals born between 1995 and 2015, who had traveled at least twice a year and been active on social media for at least two years. The data collection was supplemented by interviews to gain deeper insights into their social media usage and travel preferences. Statistical tools were employed to analyze the data. Results and Discussion: The results revealed key social media preferences and usage patterns among Gen Z travelers. Notably, positive online reviews and social media influence were significant factors in their travel decisions. The discussion contextualizes these findings within the theoretical framework, highlighting the implications for effective marketing strategies. Discrepancies and limitations of the study are also considered, providing a comprehensive understanding of the research outcomes. Research Implications: The practical and theoretical implications of this research are significant, offering insights into how social media can be leveraged to foster responsible tourist behavior. These findings can influence practices in the tourism industry, particularly in marketing strategies aimed at Gen Z. The implications extend to benefiting local communities and the environment while enhancing tourist satisfaction. Originality/Value: This study contributes to the literature by highlighting the innovative approach of examining social media's role in shaping responsible travel behavior among Gen Z. The relevance and value of this research are evidenced by its potential to impact marketing practices in the tourism sector, promoting sustainable tourism and benefiting both travelers and local destinations.

Pengaruh Online Costumer Review terhadap Decision Purchase pada Konsumen Shopee dan Tokopedia

Online review factors have a crucial role in influencing consumer purchasing decisions on e-commerce platforms such as Shopee and Tokopedia. Online Customer Reviews are reviews that have been recorded by the e-commerce feature as opinions or comments felt by e-commerce buyers. These factors can influence Purchase Decisions. Positive online reviews can have an impact on other buyers as references who can then decide to purchase the desired product. This research method uses quantitative research involving a sample of 96 respondents using questionnaires. Then, the data obtained will be analyzed using simple linear regression analysis techniques. The results show that Online Customer Review is able to influence Purchase Decisions by getting a determination of influence contribution of 36.5%.

Factors’ influence of E-WOM on travel intentions of tourists: A study on tourist places located in Bangladesh

Purpose: This study aimed to determine the effects of electronic word-of-mouth (e-WOM) on tourists’ travel intentions. Research Methodology: The researchers collected 302 data points using a five-point Likert-scale questionnaire. For this study, a descriptive research technique or methodology was used based on quantitative data. The sampling method was a non-probabilistic convenience sampling method. The SPSS 26.0 version was used for descriptive statistics analysis, reliability testing, and regression analysis. Results: Four independent variables out of five (positive online reviews, negative online reviews, source credibility, and e-WOM quality) had a favorable impact on travelers' plans to travel. Only one variable (e-WOM quality) had no favorable results. Limitations: The study's use of a non-probability convenience sampling strategy was constrained to a certain limited geographic area. There were also issues related to time and money in this investigation. Contribution: This research will help travel organizations understand and acknowledge e-WOM and its significance, as well as develop strategies to manage its effects. In addition, it will help tourists select their tour destinations. Novelty: This study addresses the impact of e-WOM on tourist decision making and explains the complex factors that affect tourists’ decisions to visit a tourist place.

Factors’ influence of E-WOM on travel intentions of tourists: A study on tourist places located in Bangladesh

Purpose: This study aimed to determine the effects of electronic word-of-mouth (e-WOM) on tourists’ travel intentions. Research Methodology: The researchers collected 302 data points using a five-point Likert-scale questionnaire. For this study, a descriptive research technique or methodology was used based on quantitative data. The sampling method was a non-probabilistic convenience sampling method. The SPSS 26.0 version was used for descriptive statistics analysis, reliability testing, and regression analysis. Results: Four independent variables out of five (positive online reviews, negative online reviews, source credibility, and e-WOM quality) had a favorable impact on travelers' plans to travel. Only one variable (e-WOM quality) had no favorable results. Limitations: The study's use of a non-probability convenience sampling strategy was constrained to a certain limited geographic area. There were also issues related to time and money in this investigation. Contribution: This research will help travel organizations understand and acknowledge e-WOM and its significance, as well as develop strategies to manage its effects. In addition, it will help tourists select their tour destinations. Novelty: This study addresses the impact of e-WOM on tourist decision making and explains the complex factors that affect tourists’ decisions to visit a tourist place.

Examining Soft and Hard Attributes of Health Care Service Quality and Their Impacts on Patient Satisfaction and Loyalty.

Many studies have confirmed the influences of various service quality dimensions on patient satisfaction and loyalty, but no existing theoretical model accounts for variation in how different types of patients evaluate service quality's soft and hard attributes. This research gap may cause problems for administrators needing to decide how to distribute resources appropriately across multiple departments. Therefore, this study establishes a theoretical model of the differences between inpatients' and outpatients' evaluations of hard and soft qualities and compares such evaluations' influences on patient satisfaction and loyalty. Also, to supplement statistical analysis and respond to scholars' calls for more mixed-methods studies of health care quality, this research incorporates analysis of online reviews to provide a holistic, close to real-time picture of patients' service experience perceptions. This study's survey sample comprised 292 inpatients and 137 outpatients from a Taiwanese hospital. We used partial least squares structural equation modeling to test the hypothetical model and importance-performance map analysis to identify factors that were significant to the service process but performed poorly. Finally, we used a text-mining technique to scrape 536 reviews posted on Google Maps, and Leximancer Portal to perform automated content and sentiment analyses on those data, as a means of mapping the critical concepts and themes that influenced patient experiences. This study's analyses support the ideas that both hard and soft qualities are critical dimensions of service quality, and that each has different influences on inpatients' and outpatients' satisfaction and loyalty. Specifically, the sampled inpatients strongly valued the hard qualities of the hospital but were not satisfied with it. On the other hand, soft qualities attracted outpatients' attention and influenced their satisfaction and loyalty. In addition, content analysis revealed that soft qualities were the main reason patients left comments, whether positive or negative. Waiting time emerged as another critical element in triggering patients' unfavorable reviews. Patient population type, whether inpatient or outpatient, has been found to impact perceptions of service quality within health care institutions. As such, health care administrators should be cognizant of this phenomenon and make informed and tailored decisions when addressing quality within their respective services. Emphasis on the development of both interpersonal and professional skills among health care personnel may prove beneficial in enhancing the patient experience and ultimately fostering positive online reviews.

(209) IT CAN ONLY GET WORSE: AN ANALYSIS OF FACTORS IMPACTING ONLINE PHYSICIAN REVIEWS

Abstract Introduction Physician review websites offer patients insight to their potential care teams when seeking a new provider. A firm understanding of the factors which patients deem important when assigning these ratings may allow sexual medicine providers an opportunity to improve patient satisfaction. Objective To analyze the impact of commonly cited positive and negative qualities of a sexual medicine providers’ practice on online provider ratings. Methods Online ratings and reviews through Healthgrade.com and Vitals.com were collected for all physicians listed in the SMSNA Healthcare Provider Directory. Physicians were included if they had received more than 10 ratings and 5 written reviews. The frequency for which specific positive and negative descriptors were included in written reviews was compared to a provider’s average online rating using Wilcoxon-Mann–Whitney tests and non-parametric correlation. Factors which were significantly associated with changes in average ratings were then tested using multiple regression. Results Of 331 SMSNA providers, 145 (43.8%) met the inclusion criteria, including 129 male and 16 female providers, receiving an average of 57.0 ratings and 22.6 written reviews each. The average rating was 3.96/5. Factors significantly associated with worsened online ratings included physicians appearing rude or uncaring (-47.0%, p = 0.013), poor clinic staff or nurse quality (-39.2%, p = 0.000), lack of email or phone availability (-37.2%, p = 0.001), poor facilities appearance (-29.5%, p = 0.045), and complications following procedures (-22.7%, p = 0.028). No factors were significantly associated with improved rating scores (Table 1). Conclusions Physicians can gain insight to the patient perspective through a careful review of common trends in online physician reviews. On an analysis of reviews for SMSNA providers, multiple factors which remain in the provider’s control, including appearing caring to patients, quality of clinic staff or nurses, and availability by phone or email, appeared to significantly impact online ratings. By focusing on these factors, sexual medicine providers may be able to maintain positive online reviews while offsetting the impact of factors which may remain outside of their control, including the quality of clinic or hospital facilities and complications following procedures. Despite frequent emphasis, wait times and cost of care did not appear to impact overall ratings. Disclosure Any of the authors act as a consultant, employee or shareholder of an industry for: Coloplast.

From a Penny to Self-Disgust: How Cashback Rewards for Favorable Comments and Relationship Norms Affect Consumers’ Post-Purchase Behavioral Intentions

Sellers of platforms offering cashback rewards for favorable comments (hereinafter CRFC) to generate positive online reviews are ubiquitous. This research examines when and how a CRFC influences consumers’ post-purchase behavioral intentions regarding repurchase and recommendation. Anchoring on the relationship norms theory and casting light on consumers’ self-perceptions, the effect of a CRFC on consumers’ post-purchase behavioral intentions is contingent on the relationship norms. The findings of a pilot study and two experimental studies show that after a CRFC offer, communal consumers experienced lower post-purchase behavioral intentions than exchange consumers, and that consumers’ feeling of self-disgust is the mechanism underlying this interactive effect. Specifically, a CRFC is effective for exchange consumers but not for communal consumers because it triggers self-disgust in communal consumers. This paper thus reveals the mediating role of self-disgust in the interactive effect of CRFC and relationship norms on post-purchase behavioral intentions. The implications for sellers, platforms and consumers are discussed.

The impact of website quality and online reviews on booking intention: The case for Algerian Hotels

The present study assess the effect of Algerian hotels website quality and online reviews, on the online booking intention with keyword research scores as an indicator. Thru the analysis of combined scores and ratios obtained from a content analysis to TripAdvisor Online Travel Agencies (OTA) to four Algerian hotels websites located in the city of Constantine. The results support theorical findings that website quality effects the online booking intention only for Marriott Hotel, However a divergence of results for local hotels is noticed, due to the poor use of their websites, which is measured by the lowest online reviews number on TripAdvisor compared with Google Travel platform. Moreover, the study supports the theorical findings that online reviews number and especially positive online reviews effect the hotel customer's online booking intention; where high keyword rates are expected for best reviewd hotels.

Perceived Value of Online Reviews, Trust, Risk Perception, Purchase Intention and Actual Purchase

The development of technology today greatly affects the stability of the economy, especially in Indonesia. All types of buying and selling activities that are usually done directly with the seller, now we can easily shop online using only a smartphone. Shopee is one of the growing e-commerce in Indonesia. Shopee creates a safe, fun, and easy shopping experience for consumers, because there are positive online reviews that can motivate consumers to trust a brand. This study aims to explore the empirical understanding of the effect of perceived value in online reviews, trust, and risk perception on purchase intention and analyze the impact of purchase intention on actual purchases. The population taken in this study is the Bekasi community. The selected sample amounted to 100 with the criteria of customers who use shopee e-commerce, male and female, with the age of the respondent between 18 and 60 years old who made at least one online purchase during the last month at shopee. The analysis method used is Partial Least Square Structural Equation Modeling. The results of the study state that the perceived value of online reviews, trust, perceived risk can increase online purchase intentions have a positive effect on actual purchases. Future research is expected to expand the range of regions and add other variables related to actual purchases such as product quality.
 
 Keywords: Actual Purchase, Online Purchase Intention, Perceived Risk, Perceived Value of Online Reviews, Trust

Distance Brings About Beauty: When Does the Influence of Positive Travel Online Reviews Grow Stronger Relative to Negative Reviews?

Prior research has demonstrated that negative online reviews have a greater impact than positive online reviews on tourists’ purchase decisions. However, building on the construal level theory, this study proposes a new perspective, suggesting that positive online reviews are more influential in distant-future trips, and negative online reviews are more influential in near-future trips. These effects (i) occur because tourists generate experiences of processing fluency from a construal fit between the construal level of reviews with different valence and the temporal distance of tourists’ trips, and (ii) are significant for tourists who are reading reviews on large screen devices, but not for those using small screen devices. This study demonstrates the importance of temporal distance in eliminating the robust negativity bias, offering novel insight into existing research on persuasion. These findings provide new references for tourism enterprises managing the detrimental effects of negative online reviews in multi-screen times.

The role of positive online reviews in risk-based consumer behaviours: an information processing perspective

PurposeThe continuing development of digital technologies creates expanding opportunities for information transparency. Consumers use social media to provide online reviews that are focused on changing levels of consumer trust. This study examines the effect of perceived risk that prompts consumers to search for online reviews in the context of food safety.Design/methodology/approachCommitment-trust theory forms the theoretical lens to model changes in consumer trust resulting from online reviews. Consumer-based questionnaire surveys collected data to test the structural model, using structural equation modelling (SEM).FindingsThe findings show when consumers perceive high levels of risk, they use social media to obtain additional product-related information. The objective, unanimous, evidential and noticeable online reviews are perceived as informative to consumers. Perceived informativeness of positive online reviews is found to increase consumers trust and, in turn, increase their purchase intentions.Originality/valueThe findings contribute to the knowledge of online review-based trust literature and provide far-reaching implications for information system (IS)-practitioners in business.

Warmth or competence: understanding the effect of brand perception on purchase intention via online reviews

PurposeThe purpose of this paper is to explore the main effect of brand perception (brand warmth vs brand competence) on purchase intention, the mediating effect of brand love and the moderating effects of the emotional polarity of online reviews.Design/methodology/approachThis paper utilizes experimental design and machine learning to collect and clean data. The ANOVA, t-test and bootstrap analysis methods are used to verify the assumed hypotheses.FindingsFindings demonstrate that brand perception influences purchase intention with the mediating effect of brand love and the moderating effect of the emotional polarity of online reviews. In particular, brand perception can promote brand love and further enhance purchase intention. When consumers browse positive online reviews, brand warmth (vs brand competence) will lead to higher purchase intention. However, when consumers browse negative online reviews, brand competence (vs brand warmth) will weaken purchase intention more.Originality/valueThe findings of the current research contribute to purchase intention in the context of online reviews by highlighting the importance of brand love and the key role of brand perception, to which prior studies have paid little attention. The authors' research also provides some suggestions for enterprises about how to strengthen brand love by investigating consumers' perceptions of brand warmth and brand competence and further increasing purchase intention while consumers face positive or negative online reviews.

The Negative Effect of Name: Mentions of Frontline Service Employee Name Reduce Online Review Persuasiveness

Some retailers encourage consumers to mention the names of frontline service employees when writing online reviews. As a result, although most consumers do not pay attention to frontline service employees’ names during consumption, they often see them in online reviews. The effect of this asymmetry on review persuasiveness is still unknown. This research examines the impact of mentioning frontline service employee names in online reviews on readers’ likelihood of being persuaded by them. The results of one secondary data analysis and four online experiments from China demonstrate that readers are less persuaded by positive online reviews mentioning (vs. not mentioning) frontline service employee names, and perceived deception mediates this negative effect. In addition, the level of required service expertise, occurrence frequency, and review valence moderate this negative effect. For services that require a high level of expertise, when the occurrence frequency of positive reviews mentioning frontline service employee names is low, and when the reviews are negative, the aforementioned negative effect diminishes. Our study offers a new direction for name research and identifies a new factor that influences online review persuasiveness. Our findings provide valuable managerial insights into online review management strategies in the Chinese context.

Impact of praise cashback strategy: Implications for consumers and e‐businesses

This study focuses on a broadly adopted but largely underexplored cashback strategy, the praise cashback strategy (PCS), which aims to entice consumers to keep purchases and post positive online reviews. The literature acknowledges the impact of cashback strategies on consumers’ purchase and review behaviors; however, it does not focus on how they affect consumers’ return behaviors. Moreover, there are few studies on the effect of cashback strategies on consumer surplus and social welfare in the presence of strategic consumers, especially in relation to analyzing the proportion of fake reviews. By incorporating consumers’ review and return behaviors into a newsvendor model, we establish a sequential procedure for merchants to determine pricing, inventory, and PCS decisions, and then examine the conditions under which merchants prefer to adopt a PCS and its impact. Our results reveal that the adoption of a PCS is a typical prisoner's dilemma for merchants in markets where PCSs are prevalent. Only when the PCS phenomenon is pervasive in the market, will merchants adopt a PCS with a small cashback amount. A PCS market negatively impacts consumer surplus and social welfare; however, merchants and consumers may benefit from a small cashback amount. Contrary to the common belief that a PCS undermines the organic evolution of online reviews and reduces return rates, we show that a PCS only elicits a few fake reviews, while merchants may face higher return rates from adopting it. These results benefit future studies on cashback strategies and fake reviews and provide evidence that supports the scientific governance of PCSs.

Seize the favorable impression: how hosts should manage positive online reviews

PurposePositive reviews can enrich the favorable impression of peer-to-peer accommodation products, and seizing this impression is vital for hosts. This study aims to focus on hosts’ response strategies to positive reviews and their effects.Design/methodology/approachThis study categorizes hosts’ response strategies to positive reviews into cordial and tailoring responses. This study empirically analyzes the influence of these response strategies on subsequent review volumes using 1,283 valid listings and zero-inflation negative binomial regression models.FindingsWhile hosts use cordial responses more, tailoring responses are more likely to drive subsequent reviews. In addition, when the host chooses entirely shared accommodation or sets a high price, the facilitating effect of the two response strategies on subsequent reviews weakens.Research limitations/implicationsThis study enriches the knowledge system on managerial responses by proposing two specific response strategies to positive reviews that can be adopted by peer-to-peer accommodation hosts and by finding the promoting impact of these strategies on subsequent review volumes.Practical implicationsThis study recommends that peer-to-peer accommodation hosts adopt cordial and tailoring responses to encourage subsequent consumer reviewing behavior.Originality/valueAs an early attempt to explore hosts’ responses to positive reviews and their impacts on subsequent review volumes, this study provides valuable insights into further research on positive review response strategies in the digital space.

Understanding a New Age of Physician Ratings via Sentiment Analysis: How are Patients Reviewing Shoulder and Elbow Surgeons Online?

Background Physician review websites have a significant influence on patients with regard to provider selection. The goal of this study was to utilize machine learning to understand what influences patient ratings for shoulder and elbow surgeons online. Methods All reviews and ratings were obtained from Healthgrades.com. The “Valence Aware Dictionary and sEntiment Reasoner” (VADER) software was used to score the ratings on a scale between -1 and +1. Word frequency analysis was also performed to provide context to the words used to describe surgeons; both positive and negative word frequencies were analyzed. A multiple logistic regression identified the odds these words/phrases were associated with a sentiment score >0.50. Both star ratings (out of 5 points) and sentiment scores were collected. Results 493 surgeons (6,381 reviews) were included. There was no difference in ratings based on gender or geography. Age analysis indicated that star ratings and sentiment scores were lower for older providers (p<0.01). “Pain” was the most commonly used phrase in both the best and worst reviewed surgeon reports. When a comment included the phrases “knowledgeable”, “confident”, “listen[s]”, “recommend”, or “comfortable”, surgeons’ online ratings were 1.6x, 2.7x, 3.2x, 2.6x, and 3.8x more likely to be positive (p<0.01). Approximately 1 out of 5 reviews included mention of ancillary characteristics (e.g., “wait”, “front desk”, “office”). Conclusion This unique code allows surgeons to analyze their field, from the individual to health system level, to see how they are being reviewed online. For shoulder and elbow surgeons, this study showed that more positive online reviews were seen for surgeons who are younger, have reduced office wait times, and have overall positive patient perceptions. Pain and pain management were the primary determinants of overall scores. As online ratings can influence a patient’s choice of provider, surgeons should consider implementing these findings to optimize their practice.

The Influence of The Quantitative Relationship Between Bad and Positive Online Reviews on Consumers’ Willingness to Shop Online

Online shopping evaluation is one of the important decisions for consumers to do online shopping. The negative comments in the evaluation have an important impact on consumers in shopping. Based on the product classification theory, this paper classifies the products consumers mainly buy on online shopping platforms into five major categories: daily necessities, educational and sporting goods, home appliances and digital products, food, and clothing accessories, and serves as a moderating factor. The hypothesis is that the number of negative reviews about logistics and transportation would negatively affect consumers’ willingness to purchase daily necessities and food. The number of bad reviews about merchants’ services would negatively affect consumers’ purchase intention for apparel accessories. The number of bad reviews about products that would negatively affect consumers’ willingness to purchase digital home appliances and educational and sporting goods online was proposed. A questionnaire was used to obtain the sample data of consumers’ online shopping intention, and SPSS was used to test its reliability with different analyses and correlation analyses. Based on the correlation between the content and the number of negative reviews, it showed that six or more negative reviews for food products significantly affect consumers’ willingness to purchase. The number of negative reviews about merchant services for daily necessities and the product for clothing accessories significantly affects consumers’ willingness to purchase. Furthermore, for all types of products, when the number of negative reviews increases, consumers need to increase their willingness to purchase with more positive reviews. Among them, consumers’ occupation, average monthly consumption level, and length of exposure to online shopping moderate the credibility of consumers’ judgment of negative reviews. In conclusion, it is concluded that Taobao merchants should pay attention to the content and quantity in negative reviews, improve the quality of products, services, logistics, and transportation from the consumers’ point of view, and improve the competitiveness of their products for better online marketing.

Factors affecting consumers' purchase intention for agriculture products omni-channel.

Agricultural retailers face serious challenge of losing consumers due to channel integration, it has become essential to provide an expected consistent and seamless omni-channel shopping experience in an omni-channel environment. Although previous literature has begun to focus on the consumer perspective of the omni-channel experience, little attention has been paid to the process of change from a single retail environment to omni-channel. By combining the research frameworks of unified theory of acceptance and use of technology (UTAUT) and the value-based adoption model (VAM), this study aims to identify the drivers of omni-channel consumer purchase intention in agriculture products retail. This article conducts a questionnaire survey on 620 samples in China. The results show that single-channel shopping cost, reference groups, positive online reviews, and single-channel perceived risk have a significant positive impact on the omni-channel purchase intention of agricultural products, and perceived value plays a mediating role. Moreover, contextual factors partially have a negative moderating effect. When consumers purchase agricultural products, the more suitable the online shopping environment is, the weaker the influence of single-channel shopping costs, reference groups and positive online reviews on consumers' omni-channel purchase intention. These findings build on the existing literature on the omni-channel retail consumer experience and provide insights for fresh produce retailers to implement and evaluate an omni-channel integration strategy for agriculture products. The findings may shed lights on how to promote the healthy development of the omni-channel sales model of agricultural products.