生鲜农产品电子商务模式创新对企业绩效的影响——兼论环境动态性与线上线下融合性的联合调节效应  

Impact of E-commerce Model Innovation of Fresh Agricultural Products on Firm Performance

作　　者：田刚[1] 张义 张蒙 马国建[1] TIAN Gang;ZHANGMeng;ZHANG Yi;MA Guojian

机构地区：[1]江苏大学管理学院

出　　处：《农业技术经济》2018年第8期135-144,共10页Journal of Agrotechnical Economics

基　　金：国家社会科学基金项目“基于线上线下整合的生鲜农产品电子商务渠道模式优化研究”(编号:15BGL200)

摘　　要：采用层次回归方法结合事后分析法实证研究了生鲜农产品电子商务模式创新对企业绩效的影响．并考察了环境动态性和线上线下融合性的调节效应。研究发现：效率型生鲜电商模式创新和新颖型生鲜电商模式创新对企业绩效都存在正向影响；环境动态性正向调节效率型生鲜电商模式创新对企业绩效的影响，负向调节新颖型生鲜电商模式创新对企业绩效的影响：线上线下融合性在效率型和新颖型生鲜电商模式创新对企业绩效的影响中都存在正向调节作用：环境动态性与线上线下融合性在新颖型生鲜电商模式创新对企业绩效的影响中具有显著的联合调节效应。研究结论对中国企业实施生鲜电商模式创新及提升企业绩效具有指导意义。This paper empirically studies the impact of e-commerce model innovation of fresh agricultural products （FAP） on firm performance, considering the moderating effect of situational factors.The results show that firstly both the effficiency-centered model innovation and novel-centered model innovation have significant roles in promoting firm performance. Secondly, environmental dynamics positively influences the relationship between efficiency-centered model innovation and firm performance ,while weakens the positive the relationship between novel-centered model innovation and firm performance.Thirdly, integration of online ＆ offline positively in- fluences the relationship between the two-model innovation and firm performance.Finally,the comoderating effects of environmental dynamics and integration of online ＆ offline on the relationship between novel-centered model innovation and firm performance are significant. The findings provide guidance for firms to conduct e-commerce models innovation of FAP and improve the performance.

关 键 词：生鲜农产品 电子商务 模式创新 企业绩效 环境动态性 线上线下融合性 

分 类 号：F326.6[经济管理—产业经济] F724.6