摘要
电商平台的出现改变了传统市场中农产品区域公用品牌建设的空间非平衡格局,形成了区别于传统市场的声誉传播方式。本文基于京东平台的苹果销售数据,探索电商平台市场中不同知名度的区域公用品牌对农产品网络销量的影响以及在线声誉的调节作用。研究结果显示:电商平台市场中,不同知名度的区域公用品牌对苹果网络销量的提升作用存在差异,强势区域公用品牌使苹果网络销量排名提高了20.2%,弱势区域公用品牌使苹果网络销量排名提高了14%。在线声誉对于区域公用品牌影响苹果网络销量存在显著的调节作用:良好在线声誉强化了区域公用品牌对苹果网络销量的提升作用,且对弱势区域公用品牌苹果网络销量的提升作用大于对强势区域公用品牌苹果网络销量的提升作用,表明良好在线声誉对区域公用品牌存在"赋能"效应,且对弱势区域公用品牌的"赋能"效应更强;负面在线声誉显著降低了弱势区域公用品牌苹果网络销量,但对强势区域公用品牌苹果网络销量没有显著影响,表明负面在线声誉仅对弱势区域公用品牌存在"负能"效应。异质性分析结果表明,在线声誉对于区域公用品牌影响苹果网络销量的调节作用在资质良好的店铺中更强。本文研究为农产品品牌建设和电商助力农产品上行提供了经验证据。
The emergence of e-commerce platforms has changed the spatially unbalanced patterm of regional public brands development in traditional markets and created a reputation transmission method different from traditional markets.This paper investigates the impact of regional public brands with varying recognition levels on the online sales of agricultural products and examines the moderating role of online reputation,by using the sales data of apples on JD platform.The findings show that there are heterogeneous impacts of regional public brands with different visibility on the online sales of agricultural products in the e-commerce market.The strong regional public brands improve apples'online sales ranking by 20.2%,and the weak regional public brands improve the ranking by 14%.Online reputation significantly moderates the effect of regional public brands on the online sales of agricultural products.Specifically,positive online reputation strengthens the positive influence of regional public brands on the sales of apples,and the sales of apples with weak regional public brands benefit more from positive online reputation than those with strong regional public brands.This indicates that a good online reputation has an "empowering" effect on regional public brands,with a stronger "empowering" effect on weak regional public brands.Negative online reputation will reduce the sales of apples with weak regional public brands,but has no significant impact on the sales of apples with strong regional public brands.This suggests that a negative online reputation has an "impairing"effect only on weak regional public brands.The heterogeneity analyses show that the moderating effects of online reputation on regional public brands are stronger in well-qualified stores.This paper provides empirical evidence for the development of agricultural product brands and the role of e-commerce in boosting the online sales of agricultural products.
作者
杨越
丁玉莲
蒋玉
莫睿
YANG Yue;DING Yulian;JIANG Yu;Mo Rui
出处
《中国农村经济》
CSSCI
北大核心
2024年第7期75-95,共21页
Chinese Rural Economy
基金
教育部人文社会科学研究一般项目"食品公众政策与健康食品消费:基于含糖饮料消费的实证研究"(批准号:21YJA790013)
西南财经大学乡村振兴博士服务站专题研究项目"农产品区域公用品牌建设路径研究:基于质量标准与数字化营销视角"
西南财经大学乡村振兴博士服务站专题研究项目"茶叶附加值提升路径研究-基于电子商务市场的消费偏好分析"的支持。
关键词
电商平台
区域公用品牌在线声誉
农产品网络销量
E-commerce Platforms
Regional Public Brands
Online Reputation
Online Sales of Agricultural Products
