摘要
互联网时代,网络口碑对消费者购买决策产生重要影响。在电商市场中,与普通农产品相比,"地方特色"农产品能获得更好的网络口碑吗?上行更通畅吗?基于天猫和淘宝平台销售的蛋类、水产类、蔬菜类、水果类及肉类共计10251款商品连续6个月的面板数据,研究地方特色、网络口碑与农产品上行之间的作用机制。实证结果表明:全样本视角下,"地方特色"农产品能获得更好的网络口碑,且对网络销量具有显著的正向影响,网络口碑的中介效应显著;然而按照不同农产品类别的分样本检验并未完全支持全样本的实证结果,其中具有"地方特色"的蔬菜类和肉类商品对网络销量的影响并不显著。这一结论表明,地方特色农产品并非一定能获得超越本地区域消费者的认可,能否大规模上行因"品"而异。基于研究结论,本文提出了地方特色农产品上行的市场应对策略。
In the Internet era, electronic word of mouth(eWOM) has an important impact on consumers’ purchasing decisions. In the e-commerce market, can "local characteristics" agricultural products gain better online reputation than ordinary agricultural products? Can it sale more smoothly into the city? Based on panel data of total of 10,251 products including eggs, aquatic products, vegetables, fruits, and meat sold on Tmall and Taobao platforms for six consecutive months, this paper studies the mechanism of local characteristics, eWOM and online sale of agricultural products. The empirical results show that "local characteristics" agricultural products can gain better eWOM, have a significant positive impact on online sales, and the mediating effect of eWOM is significant from full sample perspective. However, according to the sample test of different agricultural product categories, the results of the full sample are not fully supported. Among them, the influence of vegetable and meat products with local characteristics on network sales was not significant. This conclusion shows that local characteristic agricultural products may not necessarily be recognized by consumers beyond the local area. The online sale of agricultural products depends on different product categories. Finally, based on the research conclusions, this paper proposes a market response strategy for local characteristics agricultural products into the city.
作者
雷兵
王巧霞
刘小
LEI Bing;WANG Qiaoxia;LIU Xiao(School of Management/Business Intelligence&Knowledge Engineering Lab,Henan University of Technology,Zhengzhou 450001,China)
出处
《中国软科学》
CSSCI
CSCD
北大核心
2021年第2期34-45,共12页
China Soft Science
基金
国家社会科学基金一般项目“农村电商生态系统中农产品上行的阻滞与疏通机制研究”(18BGL268)
河南省高校哲学社会科学创新团队资助项目“大数据与管理决策”(2019-CXTD-04)。
关键词
地方特色农产品
农产品上行
网络口碑
农产品电商
中介效应
local characteristics agricultural products
agricultural products into the city
eWOM
agricultural products e-commerce
mediation effect
