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Electronic Commerce Research
Erschienen in: Electronic Commerce Research 2/2022

18.02.2020

The impact of place-of-origin on price premium for agricultural products: empirical evidence from Taobao.com

verfasst von: Xia Li

Erschienen in: Electronic Commerce Research | Ausgabe 2/2022

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Abstract

The impact of place-of-origin on price premium for agricultural products in the online marketplace has received limited attention in the existing literature. This study draws from the elaboration likelihood model and investigates whether place-of-origin affects price premium. Moreover, this study explores how other cues [seller’s reputation, positive word-of-mouth (WOM) volume, and WOM valence] moderate the relationship between place-of-origin and price premium for agricultural products in the online marketplace. The result of the empirical study reveals that place-of-origin indeed has a significant and positive impact on price premium. Furthermore, the study finds a negative interactive effect between place-of-origin and other cues (seller’s reputation, positive WOM volume, and WOM valence) on the price premium for agricultural products in an e-commerce setting. The results highlight the importance of place-of-origin in the competitive online market and have implications both for academic research and for online retailing practice.
Vorheriger Artikel Pricing and personal data collection strategies of online platforms in the face of privacy concerns
Nächster Artikel The role of cognitive complexity and risk aversion in online herd behavior

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Fußnoten
1
The sample size of this part of the dataset is very small, so it had no specific impact on the empirical results of this paper.
 
2
Other important variables, such as product-related WOM valence and seller’s reputation, were collected and organized at the weekly level.
 
3
We used the price of each product minus the average price to obtain the dependent variable.
 
4
The value of the PosWomVolumei,t variable was not derived directly, but was calculated by multiplying by WOM volume and the rate of positive reviews. The rate of positive reviews is mostly near 1, so the values of WOM volume and the positive WOM volume are very close.
 
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Metadaten
Titel
The impact of place-of-origin on price premium for agricultural products: empirical evidence from Taobao.com
verfasst von
Xia Li
Publikationsdatum
18.02.2020
Verlag
Springer US
Erschienen in
Electronic Commerce Research / Ausgabe 2/2022
Print ISSN: 1389-5753
Elektronische ISSN: 1572-9362
DOI
https://doi.org/10.1007/s10660-020-09404-5

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