合法合规优惠券对农产品电商发展的影响  

The Effect from the Legal Coupon to the Development of the E-retailer of Agricultural Products

作　　者：冉曦 李树[2] RAN Xi;LI Shu(School of Public Policy and Administration,Chongqing University,400044;School of Economics,Southwest University of Political Science and Law,401120)

机构地区：[1]重庆大学公共管理学院,重庆400044 [2]西南政法大学经济学院,重庆401120

出　　处：《制度经济学研究》2022年第1期170-193,共24页Research on Institutional Economics

基　　金：国家社会科学基金重点项目《财政金融配合深化与农村产业内需动力释放研究》(项目编号:21AJY006)资助的研究成果

摘　　要：农产品电商真的有必要提供优惠券吗?是不是农产品电商所提供的不同种类的优惠券都有成效?围绕这两个核心问题,以微观调查数据为例来进行实证研究,结果发现:合法合规优惠券对提升农产品电商的偿债能力、营运能力和盈利能力均具有显著的积极作用;即便是消除内生性问题后,前者对后者的积极作用进一步加强。同时,研究还发现:不同类型的合法合规优惠券对农产品电商发展的影响存在异质性,且合法合规优惠券对不同视角下的农产品电商发展的影响也存在异质性。进一步的机制分析表明,合法合规优惠券主要通过提升电商店铺的复购比例、提升电商店铺搭配销售商品数量以及培育电商店铺自身品牌等方面来促进农产品电商的发展。Is it necessary for the e-retailer of agricultural products to offer the coupon?Are all the coupons effective?Focusing on these two core issues,this paper has taken the micro-survey data to do research.The results show that the legal coupons have a significant positive effect on improving the solvency,operational capability and profitability of the e-retailer of agricultural products,and even after eliminating the endogenous problem,the positive effect of the former on the latter is further strengthened.The impact of different types of the legal coupons on the development of the e-retailer of agricultural products is heterogeneous,and the impact of the legal coupons on the development of the e-retailer of agricultural products is also heterogeneous.The legal coupons mainly promote the development of the e-retailer of agricultural products by increasing the proportion of re-purchasing from the same e-retailer,increasing the number of the complementary goods and cultivating the brand of the e-retailer of agricultural products.

关 键 词：优惠券 合法合规优惠券 农产品电商 农产品电商发展 电子商务 

分 类 号：F724.6[经济管理—产业经济] F323.7