农村电商的关注用户数对销售绩效的影响机制研究  

How Can Account Attention Be Converted into Actual Revenue:The Influence Mechanism of the Amount of Followers of Rural E-commerce Merchants on Sales Performance

作　　者：陈卫平[1] 李艳 CHEN Weiping;LI Yan

机构地区：[1]中国人民大学农业与农村发展学院,北京100872

出　　处：《农业技术经济》2023年第8期4-19,共16页Journal of Agrotechnical Economics

基　　金：国家自然科学基金“社交媒体时代下农产品网商线上社会资本的获取途径与转化利用机制研究”(编号:72073136);国家自然科学基金“新农人微信营销行为及其对消费者购买决策机制的影响研究”(编号:71773138);国家社会科学基金重大项目“实施乡村建设行动研究”(编号:21ZDA058)。

摘　　要：本文基于东、中、西部5个省份13个县(市)的415份农村电商调查数据,实证分析了关注用户数对农村电商销售绩效的影响与作用机制。研究结果表明:(1)关注用户数对农村电商销售绩效有显著的正向影响;(2)关注用户数会通过用户黏性这一中介因素提高销售绩效;(3)农村电商的自我呈现、用户维护及用户教育这三方面社交梳理行为会正向调节关注用户数与销售绩效之间关系;(4)进一步异质性分析发现,具有良好营商环境(东部地区、入驻电商孵化园与便利物流条件)、采用传统电商平台、受教育程度高及35岁以上的农村电商,其关注用户数对销售绩效的促进作用更大。这些研究结论对促进农村电子商务可持续发展具有重要的理论与实践意义。Based on the survey data of 415 rural e-commerce merchants in 13 counties in 5 provinces,this article empirically analyzes the influence mechanism of the amount of followers of rural e-commerce merchants on sales performance.The research results show that:(1)The amount of followers has a significant positive impact on the sales performance of rural e-commerce merchants;(2)The amount of followers will improve sales performance through the mediator of followers'stickiness;(3)The social grooming behaviors of rural e-commerce merchants in the three aspects of self-presentation,followers'maintenance and education will positively moderate the relationship between the amount of followers and sales performance;(4)Further heterogeneity analysis finds that when rural e-commerce merchants has a good business environment(including being located in the eastern region,staying in an e-commerce incubator,and convenient logistics conditions),using traditional e-commerce platforms,having a high education level and being over 35 years old,the amount of followers has a greater role in promoting sales performance.These results have important theoretical and practical significance for promoting the sustainable development of rural e-commerce.

关 键 词：农村电商 关注用户数 销售绩效 社交梳理行为 用户黏性 

分 类 号：F724.6[经济管理—产业经济] F323