农产品标识对脱贫地区农产品上行的影响 ——基于供销社电商平台的实证分析

The impact of agricultural product labels on the upward movement of agricultural products in poverty-stricken areas: an empirical analysis based on the e-commerce platform of supply and marketing cooperatives

关键词:  农产品上行  供销社  电商扶贫  农产品数字标识  溢价

Key words:  online sales of agricultural products  supply and marketing cooperatives  e-commerce poverty alleviation  digital identification of agricultural products  premium

摘要:

【目的】探讨供销社如何借助电子商务推动脱贫地区农产品上行，从消费溢价视角分析不同标识对农产品单位价格的影响，为供销社电商发展及政策制定提供依据。【方法】采用数据挖掘方法，利用供销社电商平台上13 429笔大米销售的实际交易数据，实证分析832优选标识、扶贫标识、农产品质量认证标识和地理标志认证标识对农产品单位价格的影响。【结果】研究表明，832优选标识、扶贫标识、农产品质量认证标识和地理标志认证标识对农产品单位价格具有显著正向影响，消费者愿意为具有832优选标识、扶贫标识、农产品质量认证标识和地理标志认证标识的农产品分别支付额外的3.25%、3.77%、12.30%和15.96%。相反，相较于不具有可追溯标识的农产品，具有可追溯标识的农产品单位价格下降了17.23%。同时，质量认证的公共品牌农产品相比企业品牌农产品具有更显著的溢价效应。【结论】农产品标识的有效应用显著提升了农产品的市场价值，尤其是832优选和质量认证标识，有助于提升消费者的支付意愿，促进农产品上行和脱贫地区经济发展，推动乡村振兴。

Abstract:

[Purpose] This study explores how supply and marketing cooperatives leverage e-commerce to facilitate the upward movement of agricultural products from poverty-stricken areas. From the perspective of consumer premium, it analyzes the impact of different labels on the unit price of agricultural products, providing a basis for the development of e-commerce in supply and marketing cooperatives and for policy formulation. [Method] Using data mining techniques, this paper conducted an empirical analysis of the impact of the "832 Preferred" label, poverty alleviation label, agricultural product quality certification label, and geographical indication certification label on the unit price of agricultural products. The analysis was based on actual transaction data from 13,429 rice sales on the supply and marketing cooperative's e-commerce platform. [Result] The results showed that the "832 Preferred" label, poverty alleviation label, agricultural product quality certification label, and geographical indication certification label had a significant positive impact on the unit price of agricultural products. Consumers were willing to pay an additional 3.25%, 3.77%, 12.30%, and 15.96%, respectively, for products with these labels. In contrast, agricultural products with traceability labels saw a 17.23% decrease in unit price compared to those without such labels. Additionally, public-branded agricultural products with quality certification exhibited a more significant premium effect than those with corporate brands. [Conclusion] The effective application of agricultural product labels significantly enhances the market value of agricultural products, particularly the "832 Preferred" and quality certification labels. This increases consumer willingness to pay, promotes the upward movement of agricultural products, supports economic development in poverty-stricken areas, and contributes to rural revitalization.