The Impact of Regional Public Brands on the Online Sales of Agricultural Products:Is Online Reputation an Empowering or Impairing Force?
The emergence of e-commerce platforms has changed the spatially unbalanced pattern of regional public brands development in traditional markets and created a reputation transmission method different from traditional markets.This paper investigates the impact of regional public brands with varying recognition levels on the online sales of agricultural products and examines the moderating role of online reputation,by using the sales data of apples on JD platform.The findings show that there are heterogeneous impacts of regional public brands with different visibility on the online sales of agricultural products in the e-commerce market The strong regional public brands improve apples'online sales ranking by 20.2％,and the weak regional public brands improve the ranking by 14％.Online reputation significantly moderates the effect of regional public brands on the online sales of agricultural products.Specifically,positive online reputation strengthens the positive influence of regional public brands on the sales of apples,and the sales of apples with weak regional public brands benefit more from positive online reputation than those with strong regional public brands.This indicates that a good online reputation has an"empowering"effect on regional public brands,with a stronger"empowering"effect on weak regional public brands.Negative online reputation will reduce the sales of apples with weak regional public brands,but has no significant impact on the sales of apples with strong regional public brands.This suggests that a negative online reputation has an"impairing"effect only on weak regional public brands.The heterogeneity analyses show that the moderating effects of online reputation on regional public brands are stronger in well-qualified stores.This paper provides empirical evidence for the development of agricultural product brands and the role of e-commerce in boosting the online sales of agricultural products.
E-commerce PlatformsRegional Public BrandsOnline ReputationOnline Sales of Agricultural Products
NETL
NSTL
万方数据
