自然地理特征呈现方式对消费者产品评价的影响  

The Influence of Natural Geographical Characteristics on the Effect of E-Commerce Pro-Poor Advertising

作　　者：花蕊[1] 李宏[1] 

机构地区：[1]东华大学旭日工商管理学院,上海

出　　处：《世界经济探索》2023年第4期469-480,共12页World Economic Research

摘　　要：在电商平台上,现有的助农产品由于其地处偏远,当地的地理标识效果不明显,原产地效应相对较弱,那么在地区前加上当地农作物种植生产的自然地理特征词,如地形、气候、水文、植被和土壤等,会不会向消费者传达该商品的独特性,从而影响到产品评价呢?进一步,自然地理特征描述词是在商品标题上还是商品缩略图中的记忆效果更好呢?本文在梳理相关文献的基础上,基于原产地效应理论,通过两个情景模拟试验,探讨了电商平台上,在助农产品名称中加上区域自然地理特征词是否会影响消费者的产品评价以及自然地理特征因素呈现方式对消费者记忆效果的影响,期望能够丰富电商平台助农产品营销策略,助力“消费助农”。On the e-commerce platform, the existing agricultural products are not known and the local geographical identification effect is relatively weak. Will the local natural geographical features, including terrain, climate, hydrology, vegetation and soil, convey the uniqueness of the product to consumers, thus affecting the product evaluation? Further, is the natural geographical description better in the title or in the thumbnail of the product? In this paper, on the basis of combing related literature, based on the theory of origin effect, through two scenarios simulation test, discusses the electric business platform, in helping agricultural name plus regional natural geographical charac-teristics will affect consumer product evaluation and natural geographical characteristics present way of the effect of consumer memory, expect to enrich electric business platform to help agricul-tural products marketing strategy, power “consumer help farmers”.

关 键 词：原产地效应 地理标志 独特性感知 产品评价 记忆效果 

分 类 号：G63[文化科学—教育学]