品牌对农产品网络销售的影响研究——以京东平台大米销售数据为例分析

Research on the Influence of Brands on Network Sales of Agricultural Products with Rice Sales Data from JD Platform as an Example

优质不优价是当前高质量粮食市场存在的最主要的问题,粮食的特殊性决定了粮食市场受信息不对称约束。电子商务发展带来的虚拟性加剧了大米商品的信息不对称现象,而品牌建设被认为有助于改善这一现状。本文首先以京东电子商务平台所销售的大米数据为例,对电子商务平台有限信息对消费者行为所造成的影响进行分析;然后在此基础上建立品牌对大米销售结果影响模型,回归结果表明大米品牌显著影响消费者购买,大米品牌分级同样影响大米销售情况;最后进行总结,并提出相关建议。

High quality and low price is the main problem in the current high-quality grain market.The particularity of grain determines that the grain market is restricted by information asymmetry.The virtuality brought by the e-commerce development has exacerbated the information asymmetry of rice products,while brand building is believed to help improve this situation.Taking the data of the rice sold by the JD e-commerce platform as an example,this article first analyzes the influence of the limited information on the consumer behavior of the e-commerce platform,and then establishes a model of the influence of the brand on rice sales results on this basis.The regression results show that the rice brand significantly affects consumer purchase behavior,and rice brand grading also affects rice sales.Finally,a summary is made and relevant recommendations are proposed.