地理标志对农林产品价格敏感性的影响研究——基于小米网络交易数据的实证分析

Influence of geographical indications on the price sensitivity of agricultural and forestry products——An empirical analysis of transaction data on Xiaomi network

地理标志属于区域公共品牌,具有溢价效应,但在市场信息不对称背景下,其准公共物品的特征引致的"柠檬市场"困境,使得地理标志农林产品的品牌溢价效应不明显,地理标志与农林产品价格的关系不确定。采用倾向得分匹配法和多元线性回归法,以小米为研究对象,基于淘宝和天猫电商平台的交易数据,选取了202个有效样本店铺进行分析。研究发现,地理标志对农林产品价格影响显著,地理标志可以降低农林产品的价格敏感性。最后提出了重视地理标志农林产品监管、保护和培育的具体对策建议。

Geographical indications belong to regional public brands and have a premium effect.However,due to the asymmetry of market information,the Market for Lemons dilemma caused by the characteristics of quasipublic goods makes the brand premium effect of geographical indication agricultural and forestry products insignificant,and the relationship between geographical indications and agricultural and forestry products prices is uncertain.In this paper,using propensity score matching method and multivariable linear regression method,taking Xiaomi as the research object,based on the transaction data of Taobao and Tmall e-commerce platforms,202 valid sample stores were selected for analysis.The results show that geographical indications have a significant impact on the prices of agricultural and forestry products,and geographical indications can reduce the price sensitivity of agricultural and forestry products.Finally,this paper puts forward specific countermeasures and suggestions to pay attention to the supervision,protection and cultivation of agricultural and forestry products with geographical indications.