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The e-commerce ecosystem of agricultural products: a theoretical research framework

WANG Sheng;DING Yongbing

China Rural Survey,2015,No. 04

【Abstract】 Based on the ecological system theory, the synergetics theory and the transaction cost theory, the paper proposed the concept of agricultural electric commerce (e-commerce) e-cosystem, and built the theoretical research framework of the agricultural e-commerce ecosystem from four aspects of the environment scanning, structure analysis, function analysis, and evolution analysis. The paper points out that agricultural e-commerce ecosystem is a system of openness, interaction, multiple symbiosis, and co-evolution, and dynamic evolution. The external environment and the development stage of itself have important effects on the contradictions and problem of the system. Currently the external environment of China agricultural e-commerce development needs to be improved; the internal structure is not reasonable; the function of information transmission, and supply chain optimization and value-added function yet get full played; and the competition among the e-commerce enterprises is increasingly fierce. Thus, it needs the government to play a good guiding role, vigorously support the development of private agricultural e-commerce enterprises, actively create the fourth party e-commerce service platform of agricultural products, and improve the enterprises' exit mechanism.

A Study on the influencing factors of usefulness of online reviews on O2O platforms: taking the catering industry as an example

LIU Wei;XU Pengtao

Chinese Journal of Management Science,2016,Vol 24,No. 05

【Abstract】 In order to identify the helpfulness of online reviews that consumers perceive on Online to Offline (O2O) platforms of catering industry, a dual-path analytical model is established based on the Information Acceptance Model (IAM). Then, 2372 online consumer reviews of six restaurants were collected from Dianping.com, and an empirical test was conducted using Tobit regression model. The findings show that elements in the core path, including information richness, information readability and review negativity have significant positive impacts on the helpfulness of online reviews. The relation of the review paragraphs which is an observable variable of information readability, and the helpfulness of online reviews present an inverted Ushape. Brand equity has a moderating effect on the relation between review negativity and the helpfulness of online reviews; the high brand equity will weaken positive effects of review negativity on the helpfulness of online reviews. The elements in the peripheral path, including consumer’s response and reviewer’s experience have positive impacts on the helpfulness of online reviews. Early reviews have a greater influence on helpfulness of online reviews than recent reviews.

Cross-border e-commence: B2B or B2C from the perspective of marketing channel

MA Shuzhong;CHEN Aojie

Journal of International Trade,2017,No. 03

【Abstract】 By building the theoretical model that describes manufacturing enterprises’ export through trade intermediary and B2C cross-border e-commence, this article studies the selection of sales channels made by manufacturing enterprises and trade intermediary. The major results are as follows: firstly, manufacturers will distribute commodities online when their production capacity is low and trade intermediary are powerful. Secondly, only when manufacturers start to sell commodities online, the powerful trade intermediaries will follow. Thirdly, B2C cross-border e-commerce contributes to consumer welfare while reduces social welfare.

An under-upper coordinated development logic and tendency of rural e-business in an evolutionary perspective


Chinese Rural Economy,2018,No. 03

【Abstract】 The development of rural e-business is driven by grassroots initiatives and government promotion, which shows evolutionary characteristics in the sense of economics. This paper examined the development logic and trend of rural e-business from the theoretical perspective of evolutionary economics and took Taobao villages as examples. The results showed that the emergence of rural e-business depended on the learning-cost difference between individual entrepreneurial farmers and the group average. The expansion in the scale of rural e-business was determined by the market selection and cost optimization. The behavioral diversity among individuals could be regarded as an endogenous power for the transformation of e-businessmen. Two important factors for the development of rural e-business were information acquisition channels and online market-demand change. The evolution of rural e-business was presented in an under-upper coordinated form that combined internal logic, namely, access—diffusion—selection—variation—access, with external conditions. With the elaboration of e-business service system and customization of demand service, the aspects of service, talents and products should become priorities and the foci in the future.

Research on the motivation and mechanism of rural e-commerce entrepreneurship agglomeration: case study of Taobao village in Shuyang County

ZHAO Zengyao

Business Management Journal,2018,Vol 40,No. 12

【Abstract】 The implementation of Rural Revitalization Strategy is an important foundation for the construction of China's rural modernization economic system. Tremendous economic achievements have been made through e-commerce entrepreneurship in many rural areas of China, and the phenomenon of e-commerce entrepreneurship agglomeration has emerged. However, the reason behind this phenomenon is not clear. From the perspective of dynamic evolution, this paper explains the formation and development process of e-commerce entrepreneurship agglomeration and the key factors affecting each development stage in rural areas through the longitudinal case study of Shuyang Taobao village. It is found that the key driving factors affecting the formation, development, maturity, and transformation and upgrading of the Taobao village e-commerce entrepreneurial agglomeration in Shuyang are the regional entrepreneurial culture tradition, the exemplary effect of entrepreneurial leaders, infrastructure status, institutional support and government guidance. Infrastructure status plays an important role in four stages, including negative impacts, from negative to positive impacts, positive impacts and intangible impacts. The results show that entrepreneurial cultural traditions and the exemplary role of entrepreneurial models can help entrepreneurs overcome difficulties when road and network infrastructure are imperfect, and the continuous improvement of infrastructure and government institutional support can promote the rapid transformation and upgrading of entrepreneurial clusters. The findings of this study are as follows. (1) Cultural factors: regional cultural traditions stimulated villagers to identify and discover entrepreneurial opportunities; (2) entrepreneurial leader factors: the demonstration effect of entrepreneurial leaders promoted the spread of entrepreneurial opportunities; (3) infrastructure factors: the improvement of infrastructure accelerated the formation of industrial clusters; (4) institutional factors: institutional support and government guidance promoted the transformation and upgrading of industrial clusters. It was specially stressed that the dynamic impact of infrastructure factors on the formation and evolution of Taobao village agglomeration. The research contributions of this paper are mainly embodied in the following two aspects: (1) the uniqueness of the research framework and analysis perspective; (2) highlighting the dynamic impact of infrastructure factors on the formation and evolution of Taobao village agglomeration. Many rural areas in China have the foundation of “Internet + Industry” agglomerating development, and the government can encourage peasants to start businesses in the following ways. (1) Creating culture atmosphere of regional innovation and entrepreneurship, and actively cultivating entrepreneurial spirit; (2) regularly selecting innovative and entrepreneurial pacesetter, and striving to propagandize the role model effect of entrepreneurial leaders; (3) increasing input in infrastructure and raising the level of rural informationization; (4) building an innovation and entrepreneurship network platform, and establishing an open innovation network; (5) developing the regional cluster brand, promoting transformation and upgrading of industrial clusters. That is, local governments’ policy-making should focus on the infrastructure investment, the cultivation of entrepreneurial leaders and the guidance and governance of industrial clusters, while attaching importance to the role of innovation and entrepreneurial culture atmosphere in promoting villagers' entrepreneurship and rural economic growth, so as to promote the realization of Rural Revitalization Strategy.

Micro pricing behavior and competition effect in man-made festivals by e-commerce enterprises


Finance & Trade Economics,2018,Vol 39,No. 11

【Abstract】 This paper analyzes the behavioral mechanism of pricing in sales promotion and the impact of competition among e-commerce enterprises. And empirical tests with price adjustment data about more than 4000 home appliances sold on the three online shops of JD, Suning and Gome are conducted. The results show that, in order to enhance the effect of concentrated promotion, these e-commerce enterprises always cut prices in shopping festivals and raise prices otherwise, and adopt a staggered high-low price adjustment method. The products involved in the competition among multiple e-commerce enterprises generally see a bigger price reduction in the centralized promotion period, but the prices of these goods will be raised to a higher level than those of the goods sold without competition in non-shopping festival period. The reason is that competition brings risk to the upwards price adjustment of the staggered method, and increasing the frequency of price adjustment will adversely affect its function of affecting customers’ purchasing psychology, so the prices of products involved in competition are raised by a relatively wide margin in non-shopping festival period. It can be seen that the e-commerce shopping festival is essentially the centralization of price competition based on consumer psychology guidance, but does not mean that consumers can get real benefits. In consideration of the long-term development of the industry, efforts should be made in reducing the activities that induce speculative consumption, and shifting the focus from price competition to the aspects such as improving quality and assisting innovation.

Bridging social capital gap: building a dyadic relationship between corporate social entrepreneurs and local individuals at the base of the pyramid: a single case study of rural e-commerce project of LZ.com

WAN Qianwen ;WEI Tian ;LIU Jie

Management World,2019,Vol 35,No. 05

【Abstract】 Corporate social entrepreneurship provides effective solutions to tackle poverty at the base of the pyramid (BoP). Based on the social capital theory, this paper explores how corporate social entrepreneurs identify, interact and ultimately establish a dyadic relationship (hereinafter referred to as the partnership) with BoP individuals on the premise of balancing economic benefits with social values. Based on an in-depth understanding of a rural e-commerce project under a Chinese large-scale enterprise, this study unlocks the establishment and evolution of the relationship between corporate social entrepreneurs and local individual partners. We first discovered two features of individual partners (social advantages and professional knowledge) as well as two mobilization methods (personal income and relationship value). Further, we developed an integrated corporate social entrepreneurship model rooted in BoP which focuses on the dynamic process from the establishment to development and to final institutionalization. The whole model consists of three phases: selecting individual partner, enhancing the capability of individual partners, and institutionalizing the partnership. This study deepens the understanding of BoP capability development, and contributes theoretically in BoP partnership, corporate social entrepreneurship based on social capital theory, and community-based BoP strategy.

Research on the mechanism and path of synergetic development between cross-border e-commerce and industry cluster in China

LI Fang ;YANG Lihua ;LIANG Hanyue

Journal of International Trade,2019,No. 02

【Abstract】 Based on the theory of industry cluster transformation and upgrading, from the perspective of system theory, this paper put forward the mechanism and path hypothesis of synergetic development between cross-border e-commerce and industry cluster and constructed eight latent variables influencing two subsystems. During the research, questionnaire survey was conducted with 272 cross-border e-commerce firms in industry clusters by structural equation modeling (SEM) to analyze the synergy between cross-border e-commerce and industry clusters. The research findings showed (1) the standardized path coefficient between cross-border e-commerce and industry cluster as 0.348 significant at 0.05, so the development of the two subsystems has a significant positive correlation; and (2) the standardized path coefficient between the latent variables of the two subsystems not equal to 0 is significant at 0. 05, so two subsystems mentioned above can promote self-improvement and synergetic development through the evolution of main elements, object elements, and external environment. Therefore, the research findings verified that the mechanism and path hypotheses of synergetic development between cross-border e-commerce and industry cluster are practicable. Therefore, they also confirmed the feasibility of promoting the transformation and upgrading of industry clusters and foreign trade through the synergetic development between cross-border e-commerce and industry clusters.

Cross-border e-commerce between China and Russia: status quo, risks and institutional arrangements

GONG Yanhua

Russian,East European & Central Asian Studies,2019,No. 02

【Abstract】 With the continuous development of the digital economy, cross-border e-commerce between China and Russia, as a new type of trade mode, is booming between China and Russia with increasingly larger scale, faster speed and wider range, which has attracted high attention from the political and commercial circles of the two countries. On the basis of generally promising market prospects, the original price advantage, logistics advantage and cost advantage of China’s cross-border e-commerce may be gradually lost due to the recent adjustment of Russia’s tax policy, and the policy risk, payment risk and logistics risk will gradually increase. In order to make cross-border e-commerce become a new path and new way of “going global” for China’s manufacturing industry, not only is it necessary for China and Russia to devote themselves to services in customs clearance, logistics, and finance, but the two sides should also see that cross-border e-commerce has become a “touchstone” for the China-Russia free trade. The two sides need to support it with institutional arrangements, strengthen the orderly promotion of policies, and lay a solid foundation for the long-term sustainable and healthy development of China-Russia trade.

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