The Effect And Mechanism Of Origin In Agricultural Product E-commerce

The network platform has widened the channel and provided the opportunity for the agricultural product sales.However,the development of agricultural products in e-commerce face many difficulties,such as,poor sales performance,branding,poor product quality commitment and guarantee,low product differentiation level and so on.Information asymmetry is the main reason that hinders the development of agricultural products in e-commerce.Signals can eliminate information uncertainty to a certain extent.Sellers convey quantity information through signals and consumers perceive quality through signals.Poo is a special signal of agricultural products and represents the quality information of regional agricultural products.Therefore,this theisis foucues on three research issues,namely,“the impact of Poo signal on sales of agricultural products in e-commerce”,“the impact of Poo signal on price premium of agricultural products in e-commerce”and “the analysis about survival harzard of agricultural products in e-commerce”.This three issues are based on signal theory.In this paper,we collect the relevant data three agriculture products from Taobao platform.Then,random model effect and Cox proportional hazards model were constructed,and empirical analysis was carried out around the three main problems in this paper.According to the empirical results,this paper expounds the signal mechanism of agricultural products in e-commerce,provides the theoretical and practical guidance for the enterprises of agricultural products in e-commerce,and also provides the basis of quality evaluation for consumers.After reviewing the relevant literature of signal theory and agriculture product at home and abroad,we found that most of the previous research focus on the Poo signal in traditional marketplace,while ignorce the importance of Poo signal in e-commerce.We also found that there are relatively abundant researches on the signal,but there are relatively few researches on the interaction effect between Poo signal and other signals.Therefore,this paper conducts a series of studies on the signal mechanism of agricultural products in e-commerce based on signal theory.The research contents of this paper are:(1)What specific effect does the Poo signal have on the sales of agricultural products in e-commerce? How does the interaction between Poo signal and other signals affect the sale of agricultural products in e-commerce?(2)What specific effect does the Poo signal have on the price premium of agricultural products in e-commerce? How does the interaction between Poo signal and other signals affect the price premium of agricultural products in e-commerce?(3)Which signal will affect the survival hazard of agriculture products in e-commerce? The main research contents and conclusions of this paper are as follows:Study1: The impact of Poo signal on sales of agriculture products in e-commerce.This paper examines the effect of Poo signal on the sales of agricultural products in e-commerce,and the interactive effect of Poo signal and other signals on sales.The dataset employed to validate our hypotheses comes from Alibaba Group's Taobao.com,the world's largest online C2 C platform.The dalily transactions of three categories of agricultural product(lotus seed,Apocynum venetum tea,and honey locust seed)on Taobao were selected between July 1,2015 and December 31,2015.Then,daily trading data is transformed into weekly data.We got a unbalanced panel data with 1273 samples and 26 weeks.According to empirical test,the result indicates that Poo signal has a significant and positive effect on sales of agriculture products in e-commerce.There is a substitutive relationship between Poo signal and reputation,Poo and WOM valence.The Poo signal negatively moderates the seller's reputation and WOM valence signal,that is,the Poo signal weakens the positive influence of the seller's reputation and WOM valence on the sales of agricultural products in e-commerce.The paper focuses on the influence of Poo signal on sales of agriculture product in e-commerce for the first time,and expands the agriculture products related research.Meanwhile,this paper also expands the connotation and significance of the signal theory,and has important theoretical value.Study2: The impact of Poo signal on price premium of agriculture products in e-commerce.We explore the relationship between Poo signal and price premium of agriculture products in e-commerce,and empirically tests whether Poo signal has a positive effect on price premium about three types of agricultural products(lotus seed,Apocynum venetum tea,and honey locust seed)in e-commerce.Meanwhile,we also explore the interactive effect between Poo and other signals on price premium.This paper conducted empirical analysis and test based on the data of 1,273 samples of agricultural products e-commerce from Taobao platform,which lasted for 26 weeks.Firstly,we mixed three types of agricultural products in e-commerce together for empirical analysis,and the results show that the Poo signal has a positive effect on price premium.Secondly,based on the benchmark model,we respectively carry out regression analysis of three types of agricultural products e-commerce.The empirical results show that,although the Poo signals of different agricultural products in e-commerc all have price premium,there are some differences in the nature of agricultural products in e-commerce and corresponding differences in signal intensity,resulting in different effect of price premium.Finally,this paper investigates the interactive effect of Poo signal and other signals on price premium.The results show that the Poo signal of agricultural products in e-commerce strengthens the positive effect of WOM valence on price premium,and also strengthens the negative effect of the number of competitors on price premium.This paper,for the first time,focuses on the price premium of Poo signal of agricultural products in e-commerce,and examines the relationship between Poo signal and price premium through the whole sample and classification sample.This paper also examines the moderating effect of Poo signal and other signals on the price premium.This paper has theoretical and practical significance to a certain extent.This paper not only expands the signal theory,but also enriches the related research of the price premium and agricultural products in e-commerce,which has important theoretical value.At the same time,this paper provides reference and basis for the management strategy and pricing strategy of agricultural products enterprises in e-commerce.Study3: Study on survival hazard factors of agricultural products in e-commerce.We explore the influence of the signals on the survival hazard of agricultural products in e-commerce.This paper collected survival data between August 1,2015 and December 31,2015 for three types of e-commerce agricultural products(lotus seed,Apocynum venetum tea,and honey locust seed)from taobao.com.Data observation period is 153 days,recording the time of product online and offline.We explore the impact of the signals on the survival hazard of agricultural products in e-commerce using the method of survival analysis.The research results of Cox proportional risk model demonstrate that the signals such as Poo,seller's reputation,store collection quantity,proportion of positive review and product collection quantity can reduce the survival hazard of agricultural products in e-commerce,but WOM volume has a negative impact on the survival hazard of agricultural products in e-commerce.The results of Weibull parameter estimation can still guarantee the consistency of the conclusions of the benchmark model.The survival problems of agricultural products in e-commerce were analyzed from the perspective of signals for the first time.The survival data of three types of agricultural products in e-commerce were collected from taobao,and Cox proportional risk model was established to analyze the influencing factors and the mechanism of the survival hanzard of agricultural products in e-commerce.This paper not only broadens the study of signal and survival analysis,but also expands the study of agricultural products in e-commerce.The research in this paper provides certain theoretical and practical reference for the agricultural product enterprises in e-commerce.