Does establishing regional brands of agricultural products improve the reputation of e-commerce? Evidence from China

Yumei Lin () and Xuheng Wang ()
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Yumei Lin: Shanghai University of International Business and Economics
Xuheng Wang: Tongji University

Electronic Commerce Research, 2025, vol. 25, issue 4, No 10, 2639 pages

Abstract: Abstract Branding agricultural products is an optional way to promote regional agricultural products’ sales and quality. This study aims to investigate the viability of utilizing e-commerce as a means for regional branding of agricultural products in order to mitigate information asymmetry. The study investigates the influence of establishing regional brands for agricultural products on their reputation within e-commerce platforms, while also exploring the role of government support in this context. Through analysis of the findings, we ascertain whether the establishment of regional agricultural product brands contributes to enhancing the reputation of agricultural products on e-commerce platforms. Employing data mining techniques, we acquired user reviews from JD and data from China’s Specialty Products Pavilion. The findings reveal that regional brand agricultural products enjoy a higher reputation on e-commerce platforms compared to non-brand agricultural products. Additionally, government service support demonstrates a positive moderating effect. The findings of this paper provide essential insights for local governments to implement rural revitalization strategies, promote regional branding of agricultural products, and provide an optional way to improve the reputation of E-commerce agricultural products.

Keywords: Regional brand of agricultural products; E-commerce reputation; JD platform; Government service support; L81; O13; Q13 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10660-023-09764-8

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