电子商务网站展示信息对生鲜鱼产品价格的影响研究  

Research on the impact of display information on the price of fresh fish products on e-commercewebsites

作　　者：顾波军 李金玲 GU Bo-jun;Li Jin-ling(School of Economics and Management,Zhejiang Ocean University,Zhejiang Zhoushan 316022,China)

机构地区：[1]浙江海洋大学经济与管理学院,浙江舟山316022

出　　处：《中国渔业经济》2023年第4期67-76,共10页Chinese Fisheries Economics

基　　金：舟山科技计划项目(2022C41024)资助。

摘　　要：文章基于京东网页端生鲜鱼产品947个实际交易数据,采用特征价格法和加入Robust稳健标准误的OLS回归模型实证分析了京东平台的展示信息对生鲜鱼产品价格的影响,旨在探究电子商务网站展示信息对生鲜鱼产品价格的影响机制。经过加入补充变量和分样本回归的一系列检验,证明了回归结果的稳健性。研究发现:商品好评度、店铺物流分、店铺售后分、店铺“粉丝”流量、是否经过认证等五项展示信息对生鲜鱼产品的价格具有显著的正向影响。对于认证类生鲜鱼产品,商品好评度和店铺售后分对是否认证有显著的负向影响,而店铺物流分和“粉丝”流量对是否认证有显著的正向影响。说明电子商务平台的展示信息通过影响消费者的主观评价,进而影响其消费需求,导致电商平台生鲜鱼产品的供求关系发生变化,价格随之出现波动。This article aims to explore the impact mechanism of e-commerce website display information on the price of fresh fish products.Based on 947 actual transaction data of raw fish products on JD's website,this study empirically analyzes the impact of display information on the prices of raw fish products on the JD platform using the hedonic price method and the OLS regression model incorporating Robust standard error.The robustness of the regression results is proved by a series of tests with supplementary variables and sub sample regression.Research has found that the five display information,including product praise,store logistics score,store after-sales score,store"fan"traffic,and certification,have a significant positive impact on the price of fresh fish products.For certified fresh fish products,product positive reviews and store after-sales scores have a significant negative impact on whether they are certified,while store logistics scores and"fan"traffic have a significant positive impact on whether they are certified.The display information on e-commerce platforms affects consumers'subjective evaluation,which in turn affects their consumption demand,leading to changes in the supply and demand relationship of fresh fish products on e-commerce platforms and price fluctuations.

关 键 词：电子商务 生鲜鱼产品 展示信息 价格 

分 类 号：F326.402[经济管理—产业经济]