数字经济冲击对企业研发和广告行为的影响效应研究  

Influential Effects of Digital Economy Impact on EnterpriseR&D and Advertising Behavior

作　　者：张劲舒 ZHANG Jin-shu(Glass New Materials Research Institute,CNBM,Bengbu 233000,Anhui,China)

机构地区：[1]中建材玻璃新材料研究院,安徽蚌埠233000

出　　处：《武汉理工大学学报（社会科学版）》2023年第6期88-95,共8页Journal of Wuhan University of Technology:Social Sciences Edition

摘　　要：数字技术突破和数字经济发展对企业行为策略有着重要影响。本文利用中国沪深A股上市公司的数据,将“宽带中国”试点政策作为数字经济冲击的准自然实验,探究了数字经济冲击对企业研发行为和广告行为的深刻影响。结果表明,数字经济冲击显著提升企业研发投入和广告投入,在经过平行趋势检验和安慰剂检验后这一结果仍然成立;同时在数字经济冲击之下,企业广告投入和研发投入还存在互补性,广告投入越多,研发投入也越多。冀希本研究能对我国发展数字经济、建设“数字中国”等政策设计具有现实参考价值。The breakthrough of digital technology and the development of digital economy have an important impact on the behavior strategy of enterprises.Using the data of China’s Shanghai and Shenzhen A-share listed companies,this paper takes the“Broadband China”pilot policy as A quasi-natural experiment of the digital economy impact,and explores the profound impact of the digital economy on corporate R&D behavior and advertising behavior.The results show that the impact of digital economy significantly increases the R&D investment and advertising investment of enterprises,and this result is still valid after parallel trend test and placebo test.At the same time,under the impact of the digital economy,corporate advertising investment and research and development investment are complementary,the more advertising investment,the more research and development investment.This study has practical reference value for China’s policy design of developing digital economy and building“digital China”.

关 键 词：数字经济 企业行为策略 研发行为 广告行为 

分 类 号：F275.5[经济管理—企业管理] F492.5[经济管理—国民经济]