线上社会网络对农村网商经营绩效的影响:机制与证据

The Impact of Online Social Networks on the Business Performance of Rural E-entrepreneurs:Mechanism and Evidence

本文从网络规模、联结强度、网络异质性和网络达高性四个维度构建综合指标表征线上社会网络,基于2021年5省380家农村网商实地调查数据,实证检验线上社会网络对农村网商经营绩效的影响。研究结果表明:首先,线上社会网络显著提升农村网商经营绩效。从线上社会网络各维度看,网络规模和网络达高性对农村网商经营绩效有显著的正向影响,网络联结强度和网络异质性的影响不显著。其次,线上社会网络可以通过促进信息资源获取、提高影响力和增强用户黏性来提升农村网商经营绩效。最后,异质性分析发现,负责人为女性、开设直播、位于东部地区、供应链质量高的农村网商,其线上社会网络对经营绩效的促进作用更强。

This paper constructs a comprehensive index to characterize online social networks from four dimensions:network scale,connection strength,network heterogeneity,and network upper reachability.Based on the field survey data of 380 rural e-entrepreneursin 5 provincesin 2021,this paper empirically tests the impact of online social networks on the business performance of rural e-entrepreneurs.The study finds that online social networks significantly improve the business performance of rural e-entrepreneurs.From the perspective of each dimension,network scale and upper reachability have a significant positive impact on the business performance of rural e-entrepreneurs,while network connection strength and network heterogeneity have no significant impact.Moreover,online social networks can enhance the business performance by promoting access to information resources,increasing the influence,and improving users’stickiness.Finally,heterogeneity analysis shows that the online social networks have a stronger role in promoting business performance of rural e-entrepreneurs who are female in charge,adopt live stream,are located in the eastern region,and have high-quality supply chains.