农产品龙头网商对本地小农网商经营绩效的影响:引领还是挤出?

The Impact of Leading Agricultural Product E-stores on the Business Performance of Local Smallholder E-stores:Leading or Crowding Out?

农产品电子商务被视为赋能小农户连接大市场的有效途径,龙头网商能否引领小农网商经营发展,对于推动农村数字经济包容性增长具有重要意义。本文利用180661家农产品网商2016年4月至2019年12月的线上销售数据,量化评估农产品龙头网商对本地小农网商经营绩效的影响。研究发现:一个地区农产品龙头网商的数量越多,越能带动小农网商的销售增长;调整样本范围和改变农产品龙头网商选择标准后再分别进行回归,结论依然稳健;农产品龙头网商的溢出效应发挥有赖于小农网商对其接收和转化利用的难易程度,主营生鲜类农产品和规模较大的小农网商受益更大。进一步分析表明,产业集聚环境增强了农产品龙头网商的引领作用,农产品龙头网商还有利于增加本地活跃小农网商数量,提高小农网商的经营绩效,使其农产品网络销售额显著增长。本文研究对于充分利用农产品龙头网商的示范引领作用以及推动农产品网商品牌化、标准化和规模化发展等方面提供了有益启示。

E-commerce for agricultural products has been considered as an effective way to empower smallholders to connect to a larger market.Whether leading e-stores drive the development of smallholder e-stores is of great significance for promoting the inclusive growth of the rural digital economy.This paper utilizes the online sales data of 180,661 agricultural product e-stores from April 2016 to December 2019,to quantitatively evaluate the impact of leading agricultural product e-stores on the business performance of local smallholder e-stores.The results indicate that the greater the number of leading e-stores in an area is,the more it promotes the sales growth of local small agricultural product e-stores.The results remain robust across different sample scenarios and selection criteria for leading e-stores.The analysis also shows that the spillover effects of leading e-stores depend on how difficult the smallholder e-stores to receive,transform,and utilize them,and the smallholder e-stores mainly selling fresh agricultural products and large-scale e-stores benefit more from the leading stores.Furthermore,the analysis confirms that the environment of industrial agglomeration enhances the leading role of the leading e-stores.The leading e-stores increase the number of local active smallholder e-stores,improve the business performance of smallholders,and thus significantly increase agricultural product sales of local smallholder e-stores.The finding provides insights for making full use of the demonstrative and leading role of leading e-stores,and promoting the branding,standardization,and scaling up of the agricultural product e-commerce.