Effectiveness of Information and Communication Technology Use in Flower Marketing as Perceived by Vietnamese Smallholders

This study was conducted to analyse the current situation and assess smallholders’ perspectives on the level of use and effectiveness of information and communication technology (ICT) in flower marketing. The survey sample consisted of 150 smallholders randomly selected from a total of 241 smallholders in the Duong No Ward, Hue City of Vietnam. Descriptive and inferential statistics were used to analyse the data. The research results revealed that a number of ICT tools were used by smallholders. Of which, televisions, mobile (smart) phones, and internet-connected computers were the most commonly used by smallholders. The study also indicated that mobile (smart) phones and internet-connected computers were the two types of ICT tools that had the highest effectiveness for flower marketing. The research found that there was a statistically significant relationship existing between the extent of ICT use (mobile phones) in flower marketing and the smallholders’ educational level (χ² = 7.009; p = 0.002), income (χ² = 6.341; p = 0.053), distance from home to electricity base (χ² = 4.385; p = 0.044), and participation in training programs (χ² = 7.748; p = 0.009). The local government and authorities need to provide supportive policies, training courses, and technological infrastructure investment to improve access to and use of ICTs in flower production and marketing.