电子商务发展对农产品区域公用品牌价值的影响

Impact of E-commerce development on the value of regional public brands of agricultural products

【目的】分析电子商务发展对农产品区域公用品牌价值提升的影响。【方法】基于2015~2022年154个农产品区域公用品牌所在县域面板数据,采用多期双重差分模型、双重差分空间杜宾模型等,实证检验电子商务发展对农产品区域公用品牌价值的影响。【结果】电子商务发展对农产品区域公用品牌价值的影响系数为0.751,在5%的显著水平下为正相关;西部地区和中东部地区的回归系数分别为1.770和0.611,分别在1%和10%的显著水平下为正相关;高城镇化水平地区样本的回归系数为0.784,在5%的显著水平下为正相关,而低城镇化水平地区的样本未通过显著性检验;电子商务发展对农产品区域公用品牌价值影响的总效应为3.629,直接效应和间接效应分别为2.138和1.491,均在1%的显著水平下为正相关。【结论】电子商务发展对农产品区域公用品牌价值的影响具有显著的正向空间溢出效应,即电子商务发展可提升本区域及周边区域的农产品品牌价值。

【Objective】The study aims to analyze the impact of e-commerce development on the enhancement of the value of regional public brands of agricultural products in China.【Methods】Based on the panel data of the counties where the 154 regional public brands of agricultural products were located from^(2)015 to 2022.The empirically tested the promotion effect of e-commerce development on the value of regional public brands of agricultural products through the multi-period double-difference model and double-difference spatial Durbin model,etc.【Results】The coefficient of impact of e-commerce development on the regional public brand value of agricultural products was 0.751,which was positive at a significant level of 5%;The regression coefficients for the western and central eastern regions were 1.770 and 0.611,respectively,which were positive at the significant levels of 1%and 10%,respectively;The regression coefficient of the samples from high urbanization level areas was 0.784,which was positive at the 5%significance level,while the samples from low urbanization level areas Eco not pass the significance test;The total effect of e-commerce development on the regional public brand value of agricultural products was 3.629,with direct and indirect effects being 2.138 and 1.491,respectively,both being positive at a significant level of 1%.【Conclusion】The development of e-commerce has a significant positive spatial spillover effect on the public brand value of agricultural products in the region,which means that e-commerce development can enhance the brand value of agricultural products in the local region and surrounding areas.