网红经济与农产品电商绩效关系研究——基于选品竞争力的调节效应  

Research on the Relationship between Internet Celebrity Economy and E-commerce Performance of Agricultural Products——Moderating effect based on product selection competitiveness

作　　者：彭小珈[1] 范冬妮 PENG Xiaojia;FAN Dongni

机构地区：[1]湖南农业大学商学院

出　　处：《价格理论与实践》2024年第12期129-134,共6页Price:Theory & Practice

基　　金：国家社科基金“网红经济赋能农产品电商生态系统价值共创与分配机制研究”(22BGL171)

摘　　要：随着传统媒体向新媒体时代转变,网红经济应运而生,“网红带货”效应对农产品电商发展起到了重要的推动作用。本文通过构建网红经济对农产品电商绩效影响研究的理论框架,选取淘宝农产品店铺为研究样本进行实证分析,结果表明:网红的流量越大、网红粉丝数越多、营销推广程度越高,农产品电商绩效水平越高。此外,选品竞争力较高,更能促进网红经济对农产品电商绩效的正向影响。基于此,农产品电商应充分发掘网红的影响力,精准定位“粉丝”群体,打造专业运营推广团队,提高选品的竞争力,以更好地提升店铺绩效。With the transition from traditional media to the new media era,the internet celebrity economy has emerged,the“internet celebrity driving sales”effect has played an essential role in promoting the development of agricultural product e-commerce.This article constructs a theoretical framework for studying the impact of the internet celebrity economy on the performance of agricultural product e-commerce,and selects Taobao agricultural product stores as the research sample for empirical analysis.The results show that the larger the traffic of internet celebrities,the more followers of internet celebrities,and the higher the degree of marketing promotion,the higher the level of agricultural product e-commerce performance.In addition,the higher competitiveness of selected products can better promote the positive impact of the internet celebrity economy on the performance of agricultural product e-commerce.Therefore,agricultural product e-commerce should fully tap into the influence of internet celebrities,accurately target the“fan base”,create a professional operation and promotion team,improve the competitiveness of product selection,and better improve store performance.

关 键 词：网红经济 新媒体 农产品电商 

分 类 号：F323.7[经济管理—产业经济] F724.6