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

doi:10.6048/j.issn.1001-4330.2024.08.028

Abstract

Abstract:

【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.

Key words: e-commerce; regional public brand; quasi-natural experiment; double difference model; spatial spillover effect

摘要：

【目的】分析电子商务发展对农产品区域公用品牌价值提升的影响。【方法】基于2015~2022年154个农产品区域公用品牌所在县域面板数据,采用多期双重差分模型、双重差分空间杜宾模型等,实证检验电子商务发展对农产品区域公用品牌价值的影响。【结果】电子商务发展对农产品区域公用品牌价值的影响系数为0.751,在5%的显著水平下为正相关;西部地区和中东部地区的回归系数分别为1.770和0.611,分别在1%和10%的显著水平下为正相关;高城镇化水平地区样本的回归系数为0.784,在5%的显著水平下为正相关,而低城镇化水平地区的样本未通过显著性检验;电子商务发展对农产品区域公用品牌价值影响的总效应为3.629,直接效应和间接效应分别为2.138和1.491,均在1%的显著水平下为正相关。【结论】电子商务发展对农产品区域公用品牌价值的影响具有显著的正向空间溢出效应,即电子商务发展可提升本区域及周边区域的农产品品牌价值。

关键词: 电子商务, 区域公用品牌, 准自然实验, 双重差分模型, 空间溢出效应

CLC Number:

CAO Jian, LIU Dan. Impact of E-commerce development on the value of regional public brands of agricultural products[J]. Xinjiang Agricultural Sciences, 2024, 61(8): 2071-2080.

曹健, 刘丹. 电子商务发展对农产品区域公用品牌价值的影响[J]. 新疆农业科学, 2024, 61(8): 2071-2080.

Figures/Tables 11

References 28

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变量类型 Variable Type	变量名称 Variable Name	样本数 Sample	平均值 Avg.	标准差 Std.	最小值 Min	最大值 Max
被解释变量 Explained variable	农产品区域公用品牌价值(Value)	1 232	20.528	17.758	0.250	157.540
解释变量 Explanatory variable	“电子商务进农村综合示范”项目(Eco)	1 232	0.493	0.500	0	1
控制变量 Control variable	居民生活水平(INC)	1 232	17 594.850	8 254.382	5 074	58 760
	固定资产投资水平(FAI)	1 232	650.014	1 460	4.879 0	25 200
	对外开放程度(EXP)	1 232	33.395	93.263	0.001	637.176
	农产品区域公用品牌年龄(AGE)	1 232	8.016	4.746	0	21

变量类型 Variable Type	变量名称 Variable Name	样本数 Sample	平均值 Avg.	标准差 Std.	最小值 Min	最大值 Max
被解释变量 Explained variable	农产品区域公用品牌价值(Value)	1 232	20.528	17.758	0.250	157.540
解释变量 Explanatory variable	“电子商务进农村综合示范”项目(Eco)	1 232	0.493	0.500	0	1
控制变量 Control variable	居民生活水平(INC)	1 232	17 594.850	8 254.382	5 074	58 760
	固定资产投资水平(FAI)	1 232	650.014	1 460	4.879 0	25 200
	对外开放程度(EXP)	1 232	33.395	93.263	0.001	637.176
	农产品区域公用品牌年龄(AGE)	1 232	8.016	4.746	0	21

变量名称 Variable	农产品区域公用品牌价值(Value)
变量名称 Variable	(1)	(2)	(3)
交互项(Eco) Interaction Term	7.310^*** (0.388)	0.940^*** (0.325)	0.751^** (0.316)
居民生活水平(INC) Living standard of residents			-0.000^*** (0.000)
固定资产投资水平(FAI) Investment level of fixed assets			0.000 (0.000)
对外开放程度(EXP) Opening-up degree			-0.000^** (0.000)
农产品区域公用品牌年龄 (AGE) Age of regional public brands of agricultural products			-0.113 (0.199)
Constant	16.926^*** (1.397)	6.114^*** (1.401)	18.326^*** (1.195)
ALL FE	NO	NO	YES
Observations	1 232	1 232	1 232
R-squared			0.692

变量名称 Variable	农产品区域公用品牌价值(Value)
变量名称 Variable	(1)	(2)	(3)
交互项(Eco) Interaction Term	7.310^*** (0.388)	0.940^*** (0.325)	0.751^** (0.316)
居民生活水平(INC) Living standard of residents			-0.000^*** (0.000)
固定资产投资水平(FAI) Investment level of fixed assets			0.000 (0.000)
对外开放程度(EXP) Opening-up degree			-0.000^** (0.000)
农产品区域公用品牌年龄 (AGE) Age of regional public brands of agricultural products			-0.113 (0.199)
Constant	16.926^*** (1.397)	6.114^*** (1.401)	18.326^*** (1.195)
ALL FE	NO	NO	YES
Observations	1 232	1 232	1 232
R-squared			0.692

变量名称 Variable	农产品区域公用品牌价值(Value)
变量名称 Variable	(1)	(2)
交互项(Eco) Interaction Term	0.536 (0.345)	0.566 (0.393)
居民生活水平(INC) Living standard of residents	-2.687 (2.770)	-2.954^*** (2.763)
固定资产投资水平(FAI) Investment level of fixed assets	0.000 (0.000)	0.000 (0.000)
对外开放程度(EXP) Opening-up degree	-0.000^*** (0.000)	-0.000** (0.000)
农产品区域公用品牌年龄 (AGE) Age of regional public brands of agricultural products	-0.058 (0.201)	-0.041 (0.202)
Constant	16.722^*** (1.606)	16.659^*** (1.615)
ALL FE	YES	YES
Observations	1232	1232
R-squared	0.686	0.686