Research On The Price Impact Mechanism Of Fish Products Based On The Display Elements Of Fresh E-commerce Platforms

The popularization and development of the Internet have deeply influenced every aspect of people’s lives.As of December 2022,the number of online shopping users in China reached 845 million,an increase of 3.19 million compared to December 2021,accounting for 79.2% of the total number of netizens.At the same time,the national online retail sales have also reached 13785.3 billion yuan,a year-on-year increase of 4.0%.With the rapid development of cold chain logistics technology,online shopping users are increasingly favored to purchase fresh aquatic products on fresh e-commerce platforms,with fish products being its core component.Therefore,this article takes fish products as the research object,aiming to explore the impact mechanism of display elements on fish product prices on fresh e-commerce platforms.The full text includes two parts: theoretical research and empirical research.The theoretical part mainly summarizes the research status and progress of e-commerce platform elements and price related domestic and foreign research literature,and makes research hypotheses based on the relationship between the two.The empirical part,on the premise of theoretical research,based on 947 actual transaction data of raw fish products on the JD website,made regression analysis using hedonic price method and OLS model with Robust robust standard error,and tested the robustness of the regression results using a series of methods such as partial correlation analysis,Tobit regression,adding supplementary variables and sub sample regression.By taking the certification of categorical variables as the moderating variable,and the praise of quantitative variables as the mediating variable,the moderating effect analysis,mediating effect analysis and moderated mediating effect analysis were conducted,and the robustness of the model results was tested by adding supplementary variables.The research conclusion is as follows:(1)The five display elements of product praise,store logistics score,store after-sales score,store "fan" traffic,and certification have a significant positive impact on the price of fresh e-commerce platform fish products.(2)For certified fish products,the logistics score and "fan" traffic of the store have a significant positive impact on the price of certified fish products,while the positive feedback of the product and the after-sales score of the store have a significant negative impact on the price of certified fish products.(3)It introduces a moderating model,a mediating model,and a moderating mediating model to verify whether authentication serves as a moderating variable between various display elements and prices,positive feedback serves as a mediating variable between various display elements and prices,and the two serve as moderating mediating variables between various display elements and prices.The results showed that in the moderating effect,certification had a significant moderating effect on other independent variables and prices,except for the moderating effect between store logistics score and price.In the mediating effect,positive feedback partially mediates between store logistics score,authentication and price,while the mediating effect between store after-sales score,store "fan" traffic,and price is not significant.In the mediating role of regulation,there is a mediating effect of authentication and positive feedback between store logistics score,store after-sales score,store "fan" traffic,and fresh e-commerce platform fish product prices.Finally,based on the research results,several suggestions are proposed: firstly,improve the maintenance and creation efforts of fresh fish product e-commerce platform stores on page display elements,standardize the operation and management of fresh fish product ecommerce platforms,and take punitive measures against information fraud stores.Secondly,guide consumers to view evaluation information scientifically and rationally on e-commerce platforms,take their consumption behavior seriously and cautiously,and consciously conduct objective product experience evaluations after purchasing.Thirdly,for certified fish products,fresh e-commerce platforms should not only improve product reviews,store ratings,and increase store "fan" traffic,but also bring more exposure and sales opportunities,establish a high-quality brand image,and enhance consumer trust.We also need to continuously optimize evaluation indicators,develop business strategies to attract new "fans" and consolidate old "fan" groups.