电子商务对绿色农产品消费溢价的影响分析——基于产品展示机制和声誉激励机制

The Impact of E-commerce on Green Agricultural Products Price Premiums:An Analysis Based on Product Display and Reputation Incentive Mechanisms

本文旨在探究电子商务独特的产品展示机制和声誉激励机制能否促进绿色农产品的消费并提高消费者的溢价支付。本文基于京东商城红富士苹果的12631个实际交易数据,采用特征价格法实证分析消费者对农产品属性的溢价支付,以及产品展示机制和声誉激励机制对绿色农产品消费的影响。研究发现:绿色认证、满分好评、地理标志、大果、礼盒包装、京东自营等属性信息对消费者的溢价支付具有显著的正向影响;但消费者对绿色农产品的溢价支付有赖于电子商务独特的产品展示机制和声誉激励机制,如果没有视频展示和良好的声誉,即使苹果获得了绿色认证,消费者也不愿意为绿色认证农产品支付更高的溢价;电子商务详实的产品展示机制和良好的声誉激励机制能够显著增加消费者对绿色农产品的溢价支付,视频展示和满分好评分别提高14.00%和11.85%,且该影响在不同的价格分位数上是一致的。本文认为,电子商务中良好的产品展示机制和声誉激励机制对绿色农产品消费具有显著的正向引导和促进作用。

This article aims to explore whether the unique product display and reputation incentive mechanisms of e-commerce can boost green agricultural product consumption.Using 12631 transaction data from Jingdong platform,this article uses hedonic price method to empirically analyze consumer’s attribute preferences and estimate the impact of online product display and reputation on green agricultural products consumption.The results show that attribute information,such as green certification,full praise,geographical indications,big fruit,gift box packaging and Jingdong self support,has a significant positive impact on consumers’premium payment.Without video display and good reputation,consumers would not be willing to pay a higher premium for apples with green certification.Detailed product display mechanism and good reputation incentive mechanism of e-commerce can significantly increase consumers’willingness to pay for green agricultural products.The video display and full score praise are increased by 14.00%and 11.85%respectively,and the impact is consistent in different price quantiles.This study holds that good product display and reputation incentive mechanisms in e-commerce have a significant positive effect in boosting the consumption ofgreen agricultural products.