[논문]전자상거래 B2C 플랫폼 농산물 시장효율성 분석에 관한 연구 -소비자의 가격공정성 관점 기준으로-

백수나; 정기영; 김형호

doi:10.15207/jkcs.2020.11.6.237

전자상거래 B2C 플랫폼 농산물 시장효율성 분석에 관한 연구 -소비자의 가격공정성 관점 기준으로-
A Study on the Analysis of Market Efficiency of Agricultural Products in E-Commerce B2C Platform -Based on the Consumers' Price Fairness Perceptions- 원문보기

한국융합학회논문지 = Journal of the Korea Convergence Society, v.11 no.6, 2020년, pp.237 - 248

백수나 (길림공정기술사범학원 공상관리학원) , 정기영 (세한대학교 경영학과) , 김형호 (세한대학교 항공교통물류학과)

초록
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본 연구의 목적은 중국 3대 전자상거래 플랫폼의 농산물 시장 효율성을 소비자 가격 공정성 인식의 관점에서 측정하고, 비효율적 브랜드의 품질과 가격 차이를 분석하여 농산물 판매 기업이 합리적인 가격 전략을 수립할 수 있도록 하기 위함이다. 본 연구에서는 전자상거래 플랫폼에서 판매되는 농산물의 특성(품질, 원산지, 맛, 안전성 수준)을 산출 지표로 하고, 제품 가격을 투입 지표로 선정하여 DEA 분석을 통해 시장의 효율성을 평가하였다. 분석 결과 효율적 브랜드의 비중은 JD몰이 가장 높고, YHD.com은 평균 시장 효율이 가장 높았으며, 동북 쌀은 3개 플랫폼에서 평균 효율성 차이가 가장 큰 것으로 나타났다. 이러한 결과는 가격 비효율성이 여전히 전자 시장에 존재한다는 것을 보여준다. 농산물 온라인 시장의 발전을 위해서는 소비자 가격공정성에 주의하고 가격과 품질의 조화를 중시해야 한다. 이 논문의 한계점은 인터넷 시장에서 소비자 경험에 의한 입소문 마케팅의 영향력에 초점을 맞추지 않았다는 점이며, 이는 향후 연구 과제이다.

Abstract ▼ AI-Helper

The purpose of this study is to measure the agricultural product market efficiency of the three e-commerce platforms from the perspective of consumer price fairness perception, analyze the quality and price gap of invalid brands, and help agricultural products enterprises to formulate reasonable price strategies. The characteristics of farm products sold in e-commerce platforms(quality, origin, taste, safety level) were selected as output indicators and the prices of products were selected as input indicators to evaluate the efficiency of the market through DEA analysis. According to the analysis, JD mall has the largest proportion of effective brands, while YHD.com has the highest average market efficiency, and northeast rice has the largest difference in average efficiency among the three platforms. The results show that price inefficiencies still exist in the electronic market. The development of online market for agricultural products should pay attention to consumer price fairness and pay attention to the coordination between price and quality. The limitation of this paper is that it does not focus on the influence of words of mouth marketing in internet market and consumer experience, which can be the future research direction.

주제어

표/그림 (7)

표 Table 1. Index selection references
그림 Fig. 1. Consumers value factor rankings when buying agricultural products
표 Table 2. The choice of input-output index
표 Table 3. Statistical table of market efficiency of organic pure milk on three B2C e-commerce platforms
표 Table 4. Statistics on Input/Output Data
표 Table 5. TMALL 15 milk brand data
표 Table 6. Efficiency statistics of B2C e-commerce retail platforms of different types of agricultural products

AI 본문요약
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문제 정의

The continuous expansion of online retail transaction volume of food products shows that consumers' living expenses have begun to shift to the electronic market. The research on the traditional market shows that the market plays an important role in the development of human economy. An effective market can match the resources and services according to the needs of consumers, so that consumers can get more benefits with less investment and provide the maximum utility for consumers on the premise of satisfying the needs.

제안 방법

For this study, we use DEA model to compare the price efficiency of selected agricultural product brands' price and quality indicators through linear combination.
It is a Fairness loss for consumers whether they pay a high price for the same quality or get a low quality product at the same price. In this study, we use the BCC-I model because the scale return of price input and quality output is variable, and the price Fairness of consumers is a comparison of price efficiency of homogeneous goods. DEA model can more directly reflect the relationship between quality and price in consumer market.

성능/효과

0% respectively. Fruits, condiments, soybean products and other agricultural products showed the fastest year-on-year growth, with 45.6 percent, 41.9 percent and 41.3 percent respectively.
575%. If the current price remains unchanged, in order to make I Nature an effective brand, the packaging specification needs to be increased by 4.348%, the origin level needs to be increased by 30.44%, the protein content needs to be increased by 34.51%, and the calcium content should remain unchanged. For consumers who only choose to shop in TMALL, the Fairness gained by their consumption expenditure has a loss of 3.
The data analysis results show that TMALL has the largest proportion of invalid brands, but the average efficiency is close to that of JD Mall. JD Mall has the lowest percentage of invalid brands.

후속연구

Based on the previous studies of Kamakura and Jiang & Balasubramanian, this paper proposes to use data envelope-analysis(DEA) to measure the market efficiency of five types of agricultural products on three e-commerce platforms from the perspective of consumer price Fairness[4,9].
This study assumes that all product attributes and features are presented on the e-commerce platform, but in fact, some characteristics of agricultural products are not fully presented. Therefore, future research should link the market share and reputation of agricultural products brands with the change of efficiency score to enhance the explanatory power of price efficiency.

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