品牌认证对果农线上销售的影响研究——基于线性回归与PSM方法  

Research on the Influence of Brand Certification to Sales Online for Fruits Farmers——Based on the Method of Linear Regression and PSM

作　　者：郭锦墉[1,2] 李香翠 孙焕洲 GUO Jin-yong;LI Xiang-cui;SUN Huan-zhou(School of Economics and Management,Jiangxi Agricultural University,Nanchang 330045,China;Jiangxi Rural Revitalization Strategy Research Institute,Nanchang 330045,China)

机构地区：[1]江西农业大学经济管理学院,江西南昌330045 [2]江西省乡村振兴战略研究院,江西南昌330045

出　　处：《资源开发与市场》2022年第1期1-7,128,共8页Resource Development & Market

基　　金：国家自然科学基金项目(编号:71863017)。

摘　　要：基于江西省379份果农的实地调研数据,运用线性回归和倾向得分匹配法检验了品牌认证对果农线上销售的影响。结果表明:①获得“三品一标”认证和注册农产品商标对线上销售均具有显著正向影响,但注册农产品商标的影响效果更明显。②电商经验、鲜果经营培训、品牌建设支持和当地快递公司数对线上销售呈正向影响,而果农年龄和果园距最近快递集散点的距离抑制了线上销售比例的提升。基于研究结论,提出政府应积极引导果农进行品牌认证,加强认证后的监督管理,提高果农品牌保护意识,鼓励果农积极主动注册农产品商标,促使果农线上销售显著提升。Based on the data of 379 fruit farmers in Jiangxi,the influence of brand certification to sales online for fruits farmers was proved with the method of Linear Regression and PSM.The results showed that:①The certification of“Three Products and One Standard”and trademark registration of agricultural products had a positive significant influence on online sales and the latter has more obvious influence effect.②E-commerce experience,the training of fresh fruit management,brand support and the number of local express delivery companies had a positive influence on sales online,while the age of fruit farmers and the distance from orchard to the nearest express distribution point had a negative influence on sales online.On the above,this paper put forward the suggestions on brand certification should be guided by the government,the supervision and management after brand certification should be strengthened,the awareness of protecting fruit brand should be improved,the register of agricultural products trademarks should be encouraged,which promote the sales online for fruit farmers.

关 键 词：三品一标 农产品商标 在线销售 倾向得分匹配法 

分 类 号：F323[经济管理—产业经济]