直播电商何以助推地理标志农产品消费溢价?——以安徽霍山黄芽为例  

How Can Live Streaming E-Commerce Boost the Consumption Premium of Agricultural Products with Geographical Indication?:Taking Anhui Huoshan Huangya Tea as an Example

作　　者：郭利京[1] 韩世娟 GUO Lijing;HAN Shijuan(School of Economics,Anhui University of Finance and Economics,Bengbu 233030,China)

机构地区：[1]安徽财经大学经济学院,安徽蚌埠233030

出　　处：《安徽农业大学学报（社会科学版）》2024年第3期54-67,共14页Journal of Anhui Agricultural University:SOC.SCI.

基　　金：安徽省哲学社会科学规划项目“安徽新型农业经营主体电子商务采纳及增收效应研究”(AHSKY2022D063);安徽财经大学研究生科研创新基金项目“直播助农视角下地理标志农产品溢价机制研究——以安徽霍山黄芽为例”(ACYC2022381)。

摘　　要：消费绿色转型与电子商务的迅速发展为地理标志农产品营销增添了新的渠道,成为提升农业高质量发展的有力抓手。作为传统电子商务的重构与升级,直播电商通过强交互性、强视听冲击的商品展示功能可以直观呈现地理标志农产品的声誉和品牌价值,有利于提高消费者的溢价支出。基于SOR理论,运用淘宝网2023年霍山黄芽新茶8773个实际交易数据,探究直播电商营销模式如何提高地理标志农产品的消费溢价及其产生机理。研究发现:在地理标志农产品电子商务市场中,与没有视频直播的卖家相比,直播电商可以显著正向影响消费者的溢价支付;农产品品级、包装、卖家服务、物流服务均能显著正向影响消费者对地理标志农产品的溢价支付,而产品描述真实性、好评数、差评数则负向影响消费者的溢价支付;直播电商显著正向调节一级农产品、礼盒包装农产品、产品描述真实性与消费溢价支付的关系。为提高农户和电商卖家的经济收益,加强直播电商对地理标志农产品的宣传和营销,同时重视对直播平台内、外部的监督,对实现农业高质量发展和农民共同富裕具有重要理论和现实意义。The rapid development of e-commerce and the green transformation in consumption have added new channels for the marketing of agricultural products with geographical indication,providing a powerful tool for improving the high-quality development of agriculture.As a reconstruction and upgrade of traditional e-commerce,live streaming e-commerce,with its strong interactivity and audio-visual impact in product display,can visually present the reputation and brand value of agricultural products with geographical indication,which is conducive to increasing consumer premium expenses.Based on SOR theory and 8773 actual transaction data of Huoshan Huangya New Tea from Taobao in 2023,this paper explores how the live streaming e-commerce marketing model can increase the consumption premium of agricultural products with geographical indication,and analyzes its generation mechanism.It is found that in the e-commerce market for such products,live streaming e-commerce has a significantly positive effect on consumer premium payments,compared to sellers without live streaming;The grade of agricultural products,packaging,services of seller and logistics all have a significant positive impact on consumer premium payments for such products,while the authenticity of product descriptions,positive and negative reviews have a negative impact on consumer premium payments;Live streaming e-commerce significantly and positively moderates the relationship among first-class agricultural products,gift-packed agricultural products,product description authenticity and consumer premium payments.In order to improve the economic benefits of farmers and e-commerce sellers,it is necessary to strengthen the promotion and marketing of agricultural products with geographical indication in live streaming e-commerce,and attach great importance to the internal and external supervision on live streaming platforms.These measures have important theoretical and practical significance for achieving high-quality agricultural development and common prosperity for

关 键 词：直播电商 地理标志农产品 消费溢价 信任感知 SOR理论 

分 类 号：F323.5[经济管理—产业经济]