数字资本会影响消费者增加茶叶线上购买吗?——基于4 090个消费者样本的实证分析

doi:10.13305/j.cnki.jts.2023.06.001

摘要/Abstract

摘要： 随着数字技术的迅速发展和应用普及,消费者数字资本不断积累,深刻影响消费者的购物渠道选择行为。基于国家茶产业技术体系4 090份茶叶消费者调研数据,在测度消费者数字资本指数的基础上,使用最小二乘法（OLS）、工具变量法（IV）、倾向得分匹配法（PSM）检验数字资本对消费者线上购买茶叶的影响,分析数字资本对具有不同特征消费者影响的异质性,并进一步探讨数字技术安全性在其中的调节效应。结果发现：（1）消费者数字资本提升会增加其线上购买茶叶的支出。（2）年轻群体、高收入群体及用于自饮的消费者群体,其线上购茶行为受到数字资本的影响更为突出。（3）数字技术的决策安全性与交易安全性在数字资本影响消费者线上茶叶购买中起着正向调节作用,但信息安全性的调节作用并不显著。消费者数字资本增加是大势所趋,茶叶企业应抓住数字化转型的机遇,积极布局线上销售渠道;政府应为茶叶企业数字化转型提供政策、资金、技术等全方位支持;同时加强线上销售市场监管,维护网络市场质量安全,打造一个健康有序的线上茶叶交易市场环境。

关键词: 茶叶消费者, 数字资本, 渠道选择, 消费者特征

Abstract: With the rapid development and widespread application of digital technology, consumer digital capital continues to accumulate, profoundly influencing their choice of shopping channels. Based on survey data from 4 090 tea consumers within the National Tea Industry Technical System, this study measured the consumer digital capital index and employed the ordinary least squares (OLS), instrumental variable (IV), and propensity score matching (PSM) methods to examine the impact of digital capital on consumers' online tea purchases. The research further explored the heterogeneity of this influence across consumers with different characteristics and delved into the moderating effect of digital technology security within this context. It was found that: (1) An increase in consumer digital capital led to higher expenditures on online tea purchases. (2) The impact of digital capital was more pronounced in young people, higher-income groups, and consumers who buy tea for personal consumption. (3) The decision security of digital technology played a positive moderating role in the relationship between digital capital and online tea purchases, particularly transaction security. However, the moderating effect of information security was not significant. In summary, the increase in consumer digital capital is the trend. Tea enterprises should seize the opportunities presented by digital transformation and actively establish online sales channels. The government should provide comprehensive support in terms of policies, funding, and technology for the digital transformation of tea enterprises. Simultaneously, there should be increased supervision of online sales markets to maintain quality and safety, creating a salubrious and well-ordered online tea trading market environment.

Key words: tea consumers, digital capital, channel preference, consumer traits

中图分类号:

高峰, 许蒋鸿, 陈富桥. 数字资本会影响消费者增加茶叶线上购买吗?——基于4 090个消费者样本的实证分析[J]. 茶叶科学, 2023, 43(6): 870-880. doi: 10.13305/j.cnki.jts.2023.06.001.

GAO Feng, XU Jianghong, CHEN Fuqiao. Does Digital Capital Influence Consumers to Increase Online Tea Purchases? An Empirical Analysis Based on 4 090 Consumer Samples[J]. Journal of Tea Science, 2023, 43(6): 870-880. doi: 10.13305/j.cnki.jts.2023.06.001.

参考文献 27

[1]	韩杰, 郑清兰, 郭锦墉, 等. 风险规避对果农线上销售采纳行为的影响研究——基于政府扶持的中介效应分析[J]. 林业经济, 2022, 44(2): 85-96.Han J, Zheng Q L, Guo J Y, et al.Research on the influence of risk aversion on online sales adoption behavior of fruit farmers[J]. Forestry Economics, 2022, 44(2): 85-96.
[2]	Liu Z, Yuan Y W, Zhang Y Z.Geographical traceability of Chinese green tea using stable isotope and multi-element chemometrics[J]. Rapid Communications in Mass Spectrometry, 2019, 33(8): 778-788.
[3]	Park S.Digital capital[M]. London: Palgrave Macmillan, 2017: 58-90.
[4]	Ragnedda M.Conceptualizing digital capital[J]. Telematics and Informatics, 2018, 35(8): 2366-2375.
[5]	Calderon G D.The third digital divide and Bourdieu: bidirectional conversion of economic, cultural, and social capital to (and from) digital capital among young people in Madrid[J]. New Media & Society, 2021, 23(9): 2534-2553.
[6]	González-Betancor S M, López-Puig A J, Cardenal M E. Digital inequality at home. The school as compensatory agent[J]. Computers & Education, 2021, 168: 104195. doi: 10.1016/j.compedu.2021.104195.
[7]	Khan M L, Welser H T, Cisneros C.Digital inequality in the Appalachian Ohio: understanding how demographics, internet access, and skills can shape vital information use (VIU)[J]. Telematics and Informatics, 2020, 50: 101380. doi: 10.1016/j.tele.2020.101380.
[8]	Ruiu M L, Ragnedda M.Digital capital and online activities: an empirical analysis of the second level of digital divide[J]. First Monday, 2020, 25(7). doi: 10.5210/fm.v25i7.10855.
[9]	陈阳, 郭玮琪. 乡村青少年的数字资本与互联网使用研究[J]. 新闻大学, 2022(8): 31-45, 122.Chen Y, Guo W Q.Being online: digital capital and internet use among rural youth[J]. Journalism Research, 2022(8): 31-45, 122.
[10]	Nam S J, Hwang H.Consumers’ participation in information-related activities on social media[J]. Plos One, 2021, 16(4): e0250248. doi: 10.1371/journal.pone.0250248.
[11]	龚雅娴. 数字经济下的消费行为: 述评与展望[J]. 消费经济, 2021, 37(2): 89-96.Gong Y X.Consumers’ behavior in the digital economy: review and research prospect[J]. Consumer Economics, 2021, 37(2): 89-96.
[12]	Gensler S, Neslin S A, Verhoef P C.The showrooming phenomenon: it's more than just about price[J]. Journal of Interactive Marketing, 2017, 38(1): 29-43.
[13]	Sevitt D, Samuel A.How pinterest puts people in stores[J]. Harvard Business Review, 2013, 91(7): 26-27.
[14]	罗千峰, 赵奇锋. 数字技能如何影响农户消费升级——基于食物消费升级的视角[J]. 中南财经政法大学学报, 2022(6): 119-130.Luo Q F, Zhao Q F.How digital skills affect farmers' consumption upgrade: based on the perspective of food consumption upgrading[J]. Journal of Zhongnan University of Economics and Law, 2022(6): 119-130.
[15]	杜晓娟, 甄峰, CAO Jason.南京市居民购物行为的影响因素和空间效应——基于四种商品的对比研究[J]. 地理研究, 2017, 36(5): 957-971.Du X J, Zhen F, Cao J.Influential factors and spatial effects of individuals' shopping behavior in Nanjing: a comparative study on four types of goods[J]. Geographical Research, 2017, 36(5): 957-971.
[16]	Van Deursen A J A M, Van Dijk J A G M. Improving digital skills for the use of online public information and services[J]. Government Information Quarterly, 2009, 26(2): 333-340.
[17]	Al-Debei M M, Akroush M N, Ashouri M I. Consumer attitudes towards online shopping: the effects of trust, perceived benefits, and perceived web quality[J]. Internet Research, 2015, 25(5): 707-733.
[18]	陈东灵. 茶叶消费行为分析[J]. 茶叶通讯, 2009, 36(3): 38-39, 42.Chen D L.Analysis on tea consuming[J]. Journal of Tea Communication, 2009, 36(3): 38-39, 42.
[19]	李清泽, 杜维春, 李建兵. 我国茶叶市场和消费特点分析[J]. 中国茶叶, 2009, 31(1): 22-23.Li Q Z, Du W C, Li J B.Analysis of China's tea market and consumption characteristics[J]. China Tea, 2009, 31(1): 22-23.
[20]	陈富桥, 杜佩, 姜仁华, 等. 城市居民茶叶购买渠道选择及其影响因素实证研究[J]. 茶叶, 2018, 44(1): 25-29.Chen F Q, Du P, Jiang R H, et al.The empirical research for the choice of tea purchase channels and the influencing factors analysis for urban residents[J]. Journal of Tea, 2018, 44(1): 25-29.
[21]	胡栾, 鲍宏礼. 消费者快消品购买决策行为及影响因素分析: 以茶叶为例[J]. 商业经济研究, 2019(3): 66-68.Hu L, Bao H L.Analysis of consumers' FMCG purchasing decision-making behavior and influencing factors: taking tea as an example[J]. Journal of Commercial Economics, 2019(3): 66-68.
[22]	管曦, 杨江帆, 谢向英, 等. 中国茶叶消费现状与消费行为的影响因素研究[J]. 茶叶科学, 2011, 31(6): 546-551.Guan X, Yang J F, Xie X Y, et al.Research on the status of Chinese tea consumption and factors of tea consumer’s behavior[J]. Journal of Tea Science, 2011, 31(6): 546-551.
[23]	Ragnedda M, Ruiu M, Addeo F.Converting digital capital in five key life realms[J]. Italian Sociological Review, 2022, 12(1): 19-40.
[24]	Brečko B, Ferrari A, Vuorikari R, et al. The digital competence framework for consumers [J]. Joint Research Centre Science for Policy Report, 2016: EUR 28133 EN. doi: 10.2791/838886.
[25]	Joshi A, Kale S, Chandel S.Likert scale: explored and explained[J]. British Journal of Applied Science & Technology, 2015, 7(4): 396-403.
[26]	魏瑾瑞, 徐晓晴. 虚假评论、消费决策与产品绩效——虚假评论能产生真实的绩效吗[J]. 南开管理评论, 2020, 23(1): 189-199.Wei J R, Xu X Q.Does review spam create real performance: an empirical research based on the relationship between review spam, consumption decisions and product performance[J]. Nankai Business Review, 2020, 23(1): 189-199.
[27]	Rao S, Chen F, Hu W, et al.Consumers’ valuations of tea traceability and certification: evidence from a blockchain knowledge experiment in six megacities of China[J]. Food Control, 2023, 151: 109827. doi: 10.1016/j.foodcont.2023.109827.