Impact of E-commerce development on the value of regional public brands of agricultural products

【Objective】 The study aims to analyze the impact of e-commerce development on the enhancement of the value of regional public brands of agricultural products in China. 【Methods】 Based on the panel data of the counties where the 154 regional public brands of agricultural products were located from 2015 to 2022. The empirically tested the promotion effect of e-commerce development on the value of regional public brands of agricultural products through the multi-period double-difference model and double-difference spatial Durbin model, etc. 【Results】 The coefficient of impact of e-commerce development on the regional public brand value of agricultural products was 0.751, which was positive at a significant level of 5%; The regression coefficients for the western and central eastern regions were 1.770 and 0.611, respectively, which were positive at the significant levels of 1% and 10%, respectively; The regression coefficient of the samples from high urbanization level areas was 0.784, which was positive at the 5% significance level, while the samples from low urbanization level areas Eco not pass the significance test; The total effect of e-commerce development on the regional public brand value of agricultural products was 3.629, with direct and indirect effects being 2.138 and 1.491, respectively, both being positive at a significant level of 1%. 【Conclusion】 The development of e-commerce has a significant positive spatial spillover effect on the public brand value of agricultural products in the region, which means that e-commerce development can enhance the brand value of agricultural products in the local region and surrounding areas.