农村电子商务与产品多样化影响因素探究——基于浙江淘宝村的实地调研分析

doi:10.18306/dlkxjz.2020.08.002

Abstract

Abstract:

With the rapid development of e-commerce, Taobao village has become one of the most influential economic geography phenomena in China. However, little is known about how to promote product diversification of Taobao villages as yet. Based on the field research data of 282 Taobao villages in Zhejiang Province, this study measured the ability of Taobao villages to apply e-commerce to realize path creation from the aspects of vertical diversification and horizontal diversification of products, and analyzed the improvement of product diversification in Taobao villages after the introduction of e-commerce. This study constructed the influential factor models of product vertical and horizontal diversification improvement in Taobao villages, which include the ordinary least square (OLS) model and spatial econometric models. The mechanisms of the models were also analyzed. We found that: 1) The overall improvement of product diversification in Taobao villages is polarized and the improvements of vertical diversification and horizontal diversification are roughly the same. It was believed that in 40.4% and 42.6% of the villages the degrees of product vertical diversification and horizontal diversification have been improved greatly or very greatly since they became Taobao villages, while in 28.7% and 32.6% of the villages the improvement is small or very small. 2) The spatial agglomeration characteristics of improvement of product diversification in Taobao village of Zhejiang Province are obvious. The high-value gathering points of improvement of product vertical diversification are mainly located in Lin'an, Huzhou, Cixi, Yuyao, and other regions. The high-value gathering points of improvement of horizontal diversification are located in the Hangzhou-Jiaxing-Huzhou area, Cixi, as well as Yuyao. The low-value gathering points of improvement of both horizontal diversification and vertical diversification are mainly located in Yiwu City. 3) The result of OLS model shows that the improvement of vertical diversification of products is significantly positively correlated with product deepening processing and policy support. 4) The result of spatial error model (SEM) shows a significant positive correlation between improvement of product horizontal diversification and mechanized operation level, and a significant negative correlation with the establishment of e-commerce associations.

Key words: e-commerce, Taobao village, product diversification, rural economic development, Zhejiang Province

ZHANG Jia, WANG Chen. Research on rural e-commerce and influential factors of product diversification: Based on the field investigation and analysis of Taobao villages in Zhejiang Province[J].PROGRESS IN GEOGRAPHY, 2020, 39(8): 1260-1269.

Figures/Tables 5

Fig.1

Tab.1

Selection and description of variables"

变量	变量名称	变量描述	变量单位及取值	均值	标准差
$y 1$	产品垂直多样化	成为淘宝村后村庄产品质量的提升情况	1=很小;2=较小;3=一般;4=较大;5=很大	3.00	1.29
$y 2$	产品水平多样化	成为淘宝村后村庄生产的产品种类增加情况	1=很小;2=较小;3=一般;4=较大;5=很大	2.93	1.30
$X 1$	机械化操作水平	成为淘宝村后机械化操作水平的提高程度	1=很小;2=较小;3=一般;4=较大;5=很大	2.57	1.25
$X 2$	产品深化加工程度	成为淘宝村后产品深化加工的提高程度	1=很小;2=较小;3=一般;4=较大;5=很大	2.77	1.24
$X 3$	产品的网销比例	各村利用电子商务平台销售的产品额占总产品额比例		57.85%	0.23
$X 4$	物流行业发展情况	各村快递网点数量	个	157.56	104.34
$X 5$	政策的支持情况	有无鼓励电商发展的相关政策支持	0=有政策支持;1=无政策支持	0.34	0.48
$X 6$	有无电商协会	是否成立电商协会	0=有电商协会;1=无电商协会	0.94	0.24
$X 7$	管理手段改进	成为淘宝村后生产过程中管理手段的改进程度	1=很小;2=较小;3=一般;4=较大;5=很大	2.63	1.31
$X 8$	龙头电商	村内最大电子商务商户的雇佣人数	人	68.01	271.60

Tab.1

Fig.2

Fig.3

Tab.2

Estimation results of OLS model, SEM, and SLM of product vertical and horizontal diversification improvement of Taobao villages in Zhejiang Province"

变量	OLS模型		SEM模型		SLM模型
变量	产品垂直多样化	产品水平多样化	产品垂直多样化	产品水平多样化	产品垂直多样化	产品水平多样化
常数	1.0216^** (0.3424)	1.2924^*** (0.3732)	1.0204^** (0.3385)	1.2541^*** (0.3686)	0.9288^*** (0.3408)	1.2300^*** (0.3715)
机械化操作水平	0.0795 (0.0681)	0.2008^** (0.0742)	0.0832 (0.0670)	0.2190^** (0.0722)	0.0827 (0.0667)	0.2036^** (0.0729)
产品深化加工程度	0.3640^*** (0.0710)	0.1300 (0.0774)	0.3554^*** (0.0697)	0.0995 (0.0746)	0.3575^*** (0.0695)	0.1247 (0.0760)
产品的网销比例	0.1029 (0.2422)	0.0717 (0.2640)	0.0901 (0.2400)	0.0948 (0.2618)	0.0537 (0.2387)	0.0446 (0.2610)
物流行业发展情况	-0.0010 (0.0005)	-0.0002 (0.0006)	-0.0010 (0.0006)	-0.0001 (0.0007)	-0.0009 (0.0005)	-0.0001 (0.0006)
政策的支持情况	0.2595^* (0.1172)	0.0933 (0.1277)	0.2588^* (0.1146)	0.0926 (0.1220)	0.2641^* (0.1148)	0.0962 (0.1255)
有无电商协会	-0.0800 (0.2401)	-0.5270^* (0.2617)	-0.0672 (0.2366)	-0.5215^* (0.2556)	-0.1112 (0.2363)	-0.5483^* (0.2581)
管理手段改进	0.3282^*** (0.0564)	0.4652^*** (0.0615)	0.3286^*** (0.0553)	0.4774^*** (0.0591)	0.3288^*** (0.0552)	0.4674^*** (0.0604)
龙头电商	-0.0001 (0.0002)	-0.0002 (0.0002)	-0.0001 (0.0002)	-0.0002 (0.0002)	-0.0001 (0.0002)	-0.0003 (0.0002)
Log likelihood	-367.236	-391.559	-367.011	-388.847	-366.070	-391.104
AIC	752.471	801.119	752.022	795.694	725.141	802.209
$R 2$	0.5229	0.4922	0.5240	0.5062	0.5271	0.4941

Tab.2

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Research on rural e-commerce and influential factors of product diversification: Based on the field investigation and analysis of Taobao villages in Zhejiang Province

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