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

论文基于浙江省282个淘宝村的实地调研数据,从产品的垂直多样化和水平多样化2个方面衡量淘宝村抓住电子商务机遇并实现路径创造的能力,分析了电子商务对农村产品多样化的提升程度,并通过普通最小二乘法(ordinary least square, OLS)模型、空间计量模型构建淘宝村产品多样化的影响因素模型并分析其作用机制,以期弥补电子商务产业演化方面理论研究和经验分析的不足,同时为乡村经济发展与转型的实践提供建议与参考。研究表明：① 淘宝村产品多样化的提升情况呈现两极分化的趋势,垂直多样化和水平多样化的提升程度大致相同;② 浙江省淘宝村的产品多样化提升程度的空间集聚特征明显,产品垂直多样化提升程度的高值聚集点主要位于临安、湖州、慈溪、余姚等地,产品水平多样化提升程度的高值聚集点则位于杭嘉湖区域以及慈溪、余姚等县市,水平多样化提升程度和垂直多样化提升程度的低值聚集点都主要位于义乌市;③ OLS模型显示产品垂直多样化提升程度与产品深化加工及政策的支持情况呈显著正相关;④ 空间误差模型显示产品水平多样化的提升与机械化操作水平呈显著正相关,但电商协会的建立却逆向促进了产品水平多样化提升程度。

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

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.