数字振兴还是无用功？公共电商支持与地方特产销售
Digital revitalization or useless effort? Public e-commerce support and local specialty sales
Journal of Development Economics · 2025 · [{"name": "Xintong Han", "affiliation": ["Université Laval"]}, {"name": "Jan Victor Dee", "affiliation": ["Concordia University"]}, {"name": "Shaojia Wang", "affiliation": ["Government of Saskatchewan"]}, {"name": "Kefan Chen", "affiliation": ["McGill University"]}]
中文摘要
我们考察政府发起的电子商务平台（GEP）如何影响中国普洱茶市场中一种地方特产的销售。利用来自田野实验和对983名农户调查的独特数据集，我们考察了线上和线下销售随时间的变化。我们采用双向固定效应（TWFE）模型识别GEP准入的因果影响。结果显示显著的替代效应：GEP准入使线上销售额增加16.649%，线下销售额减少15.549%，表明销售总体上从线下转向线上。在广延边际上，此前仅在线下销售的家庭更有可能转向线上销售。在集约边际上，采用者扩展了其线上渠道，并提供更广泛的茶叶品质范围。中介分析表明，线上销售渠道和产品种类的增加解释了GEP准入对转向线上交易的影响。
Abstract
We examine how a government-initiated e-commerce platform (GEP) affects sales of a local specialty in China’s Pu’er tea market. Using a unique dataset from field experiments and surveys of 983 farmers, we examine changes in online and offline sales over time. We employ two-way fixed effects (TWFE) models to identify the causal impact of GEP access. The results reveal significant substitution effects: access to the GEP increases online sales by 16.649% and decreases offline sales by 15.549%, indicating an overall shift from offline to online sales. On the extensive margin, households that previously sold only offline become more likely to sell online. On the intensive margin, adopters expand their online channels and offer a wider range of tea qualities. The mediation analysis suggests that the increase in online sales channels and product variety accounts for the impact of GEP access on the shift to online transactions.