Introduction
From 2012 to 2020, practically 462,000 villages have been disadvantaged of labor attributable to younger and robust folks going out for work, accounted for 78.4% of completely villages in China and it has led to the more and more critical state of affairs of land abandonment in rural areas, which has largely affected the event of rural financial system (Agricultural and rural huge information, 2020; Ministry of Agriculture and Rural Affairs of the Folks’s Republic of China, 2020). Nonetheless, agricultural manufacturing is the assure for the steady improvement of the nation, and ample meals provide is the premise for folks’s regular life, particularly in growing nations (Jiang and Chen, 2019). Chinese language Normal Secretary Xi Jinping and the Celebration Central Committee connect nice significance to rural revitalization to advertise poverty alleviation in rural areas. Subsequently, below the sturdy advocacy and assist of Chinese language authorities, the info of the Ministry of Agriculture confirmed that in China, completely 10.1 million folks returned to villages and greater than 30 million folks began to function agricultural merchandise business in 2020, and it has change into the brand new tendency of agricultural improvement (Ministry of Agriculture and Rural Affairs of the Folks’s Republic of China, 2021). Moreover, with the development of individuals’s residing customary in China, folks’s demand of high-quality, protected, recent, and diversified agricultural merchandise is growing, which has put ahead increased necessities and challenges for agricultural merchandise and associated operators (Jingjing and Jie, 2019). Nonetheless, the demand can’t be totally glad as a result of geographical transportation limitations, freshness, info asymmetry, stock points and excessive gross sales prices of offline gross sales channel. Subsequently, constructing on-line channels for agricultural merchandise is turning into pressing. In recent times, the event of e-commerce associated to agricultural merchandise has additionally been very speedy. In keeping with Alibaba, the gross sales of agricultural merchandise class in Ali’s on-line platform have grown from RMB 3.7 billion in 2010 to RMB 300 billion in 2020. As well as, with the acceleration of the Chinese language poverty alleviation coverage, the web gross sales of agricultural merchandise reached 193.77 billion RMB within the first half of 2020, a rise of 39.7% year-on-year, which is 6 share factors increased than the expansion charge within the first half of 2019 (Xinjing Information, 2021; Yi and Weihua, 2021). Agricultural merchandise e-commerce has change into a brand new developments and growth of e-commerce product class gross sales.
On the finish of 2019, the pandemic broke out in China and everywhere in the world. The sudden public well being occasion has introduced an awesome affect on financial system and society. To stop the unfold of the pandemic, the central and native governments have launched a sequence preventive and management measures, akin to strict site visitors management, closure of villages and roads, suspension of manufacturing and work, and prohibition of gathering (Xicai, 2021). These management measures introduced nice obstacles to the agricultural merchandise business. On the provision aspect, the transportation, import and export of uncooked supplies had been vastly restricted, which critically affected the earnings of agricultural merchandise operators. Furthermore, as a result of folks had been unable to exit for regular purchases throughout the pandemic, market provide and demand had been disrupted, and plenty of operators had been unable to finish their unique gross sales plans, leading to a big backlog and injury of agricultural merchandise, which aggravated the enterprise dangers of agricultural merchandise (Rongping et al., 2022). In keeping with Folks’s Every day, as of March 1, 2020, the info of nationwide agricultural merchandise stagnation and provide–demand matching platform has accrued 6,379 items of data on stagnant and pressing gross sales of agricultural merchandise throughout the nation, with a complete weight of about 7.29 million tons, accounted for 40% of complete nationwide manufacturing (Folks.cn, 2022).
With transportation channels closed, the offline distribution of agricultural merchandise was virtually utterly known as off, the benefits of e-commerce are totally revealed, and gross sales of agricultural product operators by way of on-line platforms change into the one possible strategy to resolve the issue of stagnant gross sales (Qalati et al., 2021). The federal government and associated enterprise entities have additionally observed this, and to scale back the affect of the pandemic, the central and native governments have launched a sequence of measures to information agricultural product operators to promote by way of Web platforms to unravel the issue of stagnant agricultural merchandise and assist agricultural operators to tide over this troublesome time. Beneath this circumstance, agricultural operators, who had been initially concentrate on offline distribution, have launched into the e-commerce, and began to construct on-line gross sales channels. As well as, throughout the interval of the pandemic, customers had extra free time to surf the Web, and so they browsed the web platforms to acquire info of agricultural merchandise and positioned orders for them, thus increasing the demand marketplace for agricultural merchandise in on-line gross sales (Bingcheng, 2020). Subsequently, the simultaneous enlargement of provide and demand markets has quickly promoted the event of e-commerce and on-line channels for agricultural merchandise. Nonetheless, as a result of completely different ranges of presidency assist, the size of agricultural enterprise and operators’ acceptance of on-line advertising strategies, there are nonetheless a big proportion of agricultural enterprises that don’t benefit from the dividends of e-commerce improvement. This a part of agricultural product operators nonetheless experiences poor gross sales and low client satisfaction after adjusting their advertising methods. Subsequently, how you can assist agricultural product operators construct an environment friendly and affordable on-line advertising technique after the outbreak of the pandemic, obtain gross sales development and at last satisfying client demand has change into an pressing aim to perform.
Though present research have explored numerous features of on-line advertising of agricultural business, the particular interval after the outbreak of the pandemic must be additional deepened. A lot of the present related research concentrate on qualitative evaluation of discipline interviews and case research, and few empirical research are taken, which can’t reveal the common issues of on-line advertising of agricultural merchandise in China in a extra complete method. Subsequently, with a view to assist agricultural operators resolve the sensible issues encountered in on-line advertising, and contemplating that the efficiency of on-line advertising of agricultural merchandise is affected by the interplay of a number of components within the complicated setting of the pandemic, this examine tailored a mixture of obligatory situation evaluation (NCA) and fuzzy qualitative comparative evaluation (fsQCA) to assemble a mannequin combining precise instances and empirical information, explored the diploma of affect of particular person dimensions of on-line advertising technique on the advertising efficiency and the synergy of multi-dimensional grouping, and at last discover out the mix of the perfect situation grouping with a view to obtain the optimum advertising efficiency (Larkin, 2019). Particularly, this paper takes the outbreak of the pandemic in early 2020 as the place to begin, combines the complicated state of affairs of the pandemic interval and the post-epidemic period, selected six necessary dimensions within the on-line advertising technique, particularly: buyer relationship, value adjustment, variety of platforms, authorities cooperation, visible impact and e-commerce broadcasting as conditional variables for configuration evaluation, and research the impact of various grouping paths on the web advertising efficiency together with on-line turnover, variety of optimistic client opinions and on-line gross sales.
Literature evaluation and mannequin development
On-line advertising
The speedy improvement and recognition of the Web not solely modified the way in which and velocity of data transmission, but additionally subvert the standard offline enterprise provide chain, offering a brand new alternative and problem for the operators (Ma and Guo, 2021). On-line Advertising and marketing is a brand new kind of selling based mostly on the Web and knowledge know-how, utilizing a digital community platform for product info dissemination, gross sales, buyer communication and repair, and in the end obtain profitability (Chenglong, 2016). In associated analysis, many home and overseas students have proposed that “on-line advertising is an integral a part of the general advertising planning of enterprises (Chenglong, 2016). Within the more and more aggressive enterprise setting, conventional advertising strategies have been unable to fulfill the market demand for large quantities of data and merchandise, the rise of on-line advertising not solely solves the issue of data dissemination channels, time, house, and so on., but additionally vastly reduces the big prices incurred by conventional advertising actions (Huang and Xiaomeng, 2015). With the continual emergence of assorted on-line platforms and the maturity of the Web setting, on-line advertising has change into an irreplaceable advertising channel. In recent times, China’s speedy improvement of e-commerce, on-line advertising steadily confirmed the event development of diversified methods, content material, and complete protection. Related students have additionally performed multi-angle and all-round analysis on it, together with social advertising, word-of-mouth advertising, value advertising, reside broadcast advertising, different advertising strategies and the components influencing the impact of on-line advertising and the trail of motion (Xuping and Xin, 2011; Yongsheng et al., 2011; Wang et al., 2015).
At current, the boundaries of the systematic analysis on the antecedents and the associated influencing components of on-line advertising are comparatively imprecise, and many of the present research concentrate on the theoretical evaluation, particular purposes, and the abstract of the benefits and drawbacks of on-line advertising. Among the many present research, Hong and Xu (2015) discovered that buyers’ rational and emotional perceptions of on-line advertising methods decide their perceptions of merchandise, and buyer relationships can affect their evaluation of merchandise and buy intentions, which in flip have an effect on advertising efficiency. Huang and Xiaomeng (2015) stood on the stage of company stakeholders and proposed that related leaders, together with business authorities assist, enterprise leaders, and managers of on-line platforms immediately affect the model positioning, info presentation, and advertising efficiency, and implementing methods for future improvement methods. Primarily based on the corporate’s perspective, Gang et al. (2019) explored the advertising technique wherein product value, advertising creativity, uniqueness, and promotional efforts considerably influenced the enhancement of selling efficiency. As well as, Yang (2014) urged that sources and capabilities together with promotion prices, variety of on-line platforms and different methods considerably influenced the advertising efficiency.
With the speedy improvement of the Web and social media, an increasing number of members be a part of the co-creation means of on-line advertising efficiency, which is created and decided by all members of the web platform within the digital period (Ramaswamya and Ozcan, 2016; Weiwei, 2018; Williamson et al., 2020; Shen et al., 2021). The present literature defines the composition of on-line advertising efficiency from three views: based mostly on the monetary perspective, based mostly on the patron notion perspective, and based mostly on the product market perspective. Particularly, from the monetary perspective, good advertising efficiency is mirrored in excessive product gross sales income for the enterprise (Cheng et al., 2017); from the patron notion perspective, good advertising efficiency is mirrored within the recognition, belief and reward of the merchandise bought by customers (Time and Yutian, 2020); from the product market perspective, good advertising efficiency is mirrored within the gross sales of merchandise below the competitors in the identical business (Gang et al., 2019).
On-line advertising of agricultural merchandise
Within the info period, on-line advertising breaks the geographical limitations of conventional advertising strategies and can’t be ignored (Sony and Naik, 2020). With the vast software of data community in enterprise actions, an increasing number of industries start to introduce the mode of e-commerce, and how you can use on-line advertising technique has change into important (Wang et al., 2014). Within the means of exploring e-commerce fashions, various enterprise fashions akin to enterprise to enterprise (B2B), enterprise to buyer (B2C), and buyer to buyer (C2C) have been steadily shaped (Shen et al., 2021). Within the agricultural business, operators are additionally looking for new e-commerce enterprise fashions and on-line advertising methods that meet the enterprise traits of agricultural merchandise. Agricultural sections of mainstream e-commerce platforms log on one after one other, numerous agricultural product operators have begun to appreciate the benefits introduced by on-line advertising (Dong and Rui, 2019). The operation by way of the web platform can eradicate intermediaries, and product info breaks by way of the unique geographical and spatial limitations, which not solely reduces labor and time prices, but additionally expands the unique enterprise market on a big scale (Xiao, 2020). For the web advertising researches associated to agricultural business, lecturers have additionally performed a whole lot of exploration, primarily refers back to the advertising actions of agricultural merchandise carried out on the Web, together with publishing info, pricing, organizing promotional actions, choosing supply channels, sustaining client relations, and different actions to in the end obtain the aim of increasing gross sales (Xiao, 2020). In overseas associated research, students principally concentrate on the present state of affairs of on-line advertising of agricultural merchandise and the exploration of future e-commerce fashions. Canavari et al. (2010) constructed a belief mannequin based mostly on belief dimensions in e-commerce setting to detect customers’ perceptions and buy intentions for on-line gross sales of agricultural merchandise. Shivraj (2004) introduced a brand new buying and selling mannequin for agricultural merchandise within the Netherlands, the place operators selected a joint public sale with out regional restrictions for the traits of native agricultural merchandise, and urged the need of on-line advertising for the implementation of this new enterprise mannequin. Banker and Mitra (2007) took Indian espresso on-line gross sales for instance, and carried out empirical evaluation to suggest a procurement mannequin for the agricultural product provide chain to offer new theoretical concepts and sensible steerage for the web advertising.
As a conventional agricultural nation with a big inhabitants and a large geographical space, Chinese language agricultural operators rework their conventional advertising strategies to on-line advertising can considerably enhance the gross sales issues, which attributable to geographical dispersion, closed info and backward logistics. Moreover, on-line advertising can enhance the publicity impact, gross sales quantity, and aggressive benefit (Xiao, 2020). Resulting from hindrance of scale, know-how, standardization, branding and plenty of different components, the standing of China’s agricultural on-line advertising remains to be within the major stage. Nonetheless, in recent times, with the vigorous assist of Chinese language authorities and the arrival of the “Web +” period, the e-commerce mannequin of agricultural merchandise has change into more and more mature, and the web advertising strategies have diversified and flourished (Xiao, 2020). Tips on how to use on-line advertising to form the core aggressive benefit and improve the competitiveness of agricultural merchandise is pressing.
Many students have proposed that there are apparent deficiencies in on-line advertising of Chinese language agricultural business. Particularly after the Covid pandemic, the standard advertising channels of agricultural merchandise have acquired critical obstacles, however the on-line advertising platform just isn’t even established. This example precipitated extra difficulties to the agricultural merchandise advertising, the present state of affairs of agricultural merchandise is in a worse situation (Jie and Qihua, 2015; Aiping, 2018; Weiwei, 2018). Particularly, related students clearly identified that the backwardness of the publicity channels, logistics providers and the usage of on-line platform has critically affected the gross sales and hindered the wholesome improvement of China’s agricultural business (Yawen, 2018). When it comes to complete home associated analysis, students have analyzed agricultural merchandise on-line advertising primarily from the next three dimensions. Firstly, from the advertising mannequin: Aiping (2018) selected Shanxi province for instance, summarized three typical fashions: the government-led mannequin, the attribute product-driven mannequin, and the impartial alternative mannequin. Then he additional expounded the benefits, disadvantages, and software scope of the three advertising fashions, respectively. As well as, Weiwei (2018) analyzed the web advertising mode of agricultural merchandise in Sichuan Province, akin to WeChat, Tiktok, Pink and different third-party social media on-line platforms. She identified that, in contrast with different on-line advertising fashions, the third-party platforms have good community features, enormous community stream quantity, vast geographical protection, and speedy info communication (Weiwei, 2018). After a sequence of explorations on the advertising mannequin, students discovered that the operators of agricultural merchandise in China nonetheless typically have apparent defects. Similar to weak community consciousness, lack {of professional} workers, lagging know-how, weak infrastructure, and insufficient logistics methods. Secondly, from the advertising technique: Yawen (2018) analyzed the benefits and necessity of selling technique based mostly on on-line group and emotional development. He proposed that agricultural product operators ought to mix the traits of on-line group to implement model advertising technique. Furthermore, Gang (2016) took “Three Squirrels” for instance, identified that operators ought to concentrate on person’s expertise and use huge information to construct person portraits to implement the precision and personalization. Each students identified that the next issues have to be solved within the means of on-line advertising technique: (1) to achieve a deeper understanding of client wants by way of info know-how akin to huge information, and to rework or enhance the unique conventional agricultural manufacturing strategies and classes; (2) to actively reply to the federal government’s name to rent professionals and construct rural on-line platforms; (3) to lift the notice of agricultural product operators to construct and keep on-line client relationships, enhance customer support high quality and client satisfaction; (4) to strengthen and enhance logistics and distribution, and so on. Thirdly, from the issues and countermeasures of on-line advertising: Jie and Qihua (2015) focus on the issues and countermeasures within the on-line advertising of attribute agricultural merchandise. Their examine consists of evaluation of strategic positioning, standardization, industrial chain, and model. Aiping (2018) believes that though the federal government strongly helps the event of on-line advertising, nevertheless, at present there are enormous variations within the improvement of agricultural markets. Subsequently, the operators ought to enhance core competitiveness and construct manufacturers to assist resolve the associated issues.
As well as, for the reason that SARS pandemic in 2003, many home research have been performed across the affect of public well being emergencies on agricultural merchandise. A examine by Wu et al. (2015) discovered that within the case of data asymmetry, if the scope of the emergent occasion disturbance has a big affect on retailers’ prices, the provision chain technique must be modified to realize a brand new equilibrium. Jingjing and Jie (2019) used uncooked hen and carp costs as examples to check the extent of shocks introduced by sudden pandemics or meals security occasions akin to agricultural market costs. All of the above research targeted on the affect introduced by pandemic on the operation of agricultural merchandise. For the reason that e-commerce mannequin in China was not but developed at the moment, the related research didn’t contain the introduction and techniques of on-line advertising. Throughout Covid pandemic in 2019, consultants and students have additionally observed the numerous affect of this sudden occasion on the agricultural business and explored the views of selling technique: Houkai and Qianwen (2020) elaborated that the Covid pandemic had a complete, steady, and in-depth affect on the agricultural business and rural areas. Particularly, You et al. (2021) explored the affect of the Covid pandemic on the value volatility of agricultural merchandise, and located that the impact of the pandemic different by kind and area, thus suggesting that the regulatory insurance policies must be tailor-made to native circumstances. Hainan et al. (2020) identified the optimization path of the provision chain after the pandemic for the recent agricultural merchandise, akin to inadequate threat administration and low standardization. Nonetheless, these research are much less informative, a number of the research begin from the macro stage, concentrate on the agricultural business and livelihood financial system, and their findings are primarily directed at authorities measures (You et al., 2021). Though a number of research targeted on agricultural merchandise on-line advertising methods, their enchancment ideas are extra enlightening for the federal government and particular agricultural merchandise classes. There are much less informative for a variety of agricultural merchandise classes and micro agricultural operators, so there may be nonetheless a spot for additional analysis (Hainan et al., 2020; You et al., 2021). Within the Web period, on-line advertising has change into a obligatory device for agricultural merchandise to discover the market, and has a distinguished function in enhancing the gross sales of agricultural merchandise. Nonetheless, the event of on-line advertising of Chinese language agricultural business is comparatively backward (Lei et al., 2021). The community platform development, skilled high quality of operators, communication providers for purchasers, authorities assist insurance policies, or diversification of community promotion, a number of features have to be vigorously developed and improved.
In keeping with the above-mentioned literature, the impact of on-line advertising of agricultural merchandise is influenced by a number of dimensions within the related features. These together with leaders (assist from authorities departments, strategic alternative of on-line advertising and platform development by agricultural product operators); on-line platforms (variety of platforms, range of gross sales strategies); and customers (buyer relationship, customers’ notion). All dimensions have optimistic significance, however there’s a lack of sturdy empirical proof on the way it works. As well as, the present literature is proscribed in its strategy, which targeted on the “web impact” of the affect of a single dimension, whereas ignoring the “joint impact” of a number of dimensions. Whether or not the web advertising state of affairs of agricultural merchandise modified on this particular interval has not been talked about within the related research. How the implementation of agricultural merchandise on-line advertising technique impacts the advertising efficiency is a vital subject to be solved.
Mannequin development
By means of the evaluation of home and overseas literature, to tell apart the efficiency of various on-line advertising methods, assist agricultural operators grasp the important thing parts, and enhance the ultimate efficiency, this paper combines numerous related instances to analyses the connection between the web advertising technique and the advertising efficiency adopted by agricultural operators within the context of the Covid pandemic. Particularly, this paper takes the outbreak of Covid pandemic in early 2020 as the place to begin, combines present research to summarize six necessary dimensions in on-line advertising methods, that are: buyer relationship, value adjustment, variety of platforms, authorities cooperation, visible impact, and e-commerce broadcasting. As a way to examine the affect of various grouping paths on the efficiency of on-line advertising, this examine attracts on related outcomes, and selects three analysis indexes: company turnover from the monetary perspective, the variety of optimistic client opinions from the patron notion perspective, and on-line gross sales quantity from the product market perspective (Cheng et al., 2017; Gang et al., 2019; Time and Yutian, 2020).
1. Buyer relationship: conventional offline advertising channels set up buyer relationships in a single method, principally based mostly on the one-way relationships initiated by the enterprise itself. In distinction, on-line advertising makes use of the Web platform as a service, it breaks the constraints of time, house and has the traits of vast involvement, lengthy period, and two-way interplay (Shen et al., 2021). On the similar time, as a result of digital nature of on-line platform, customers can’t visually decide the standard of merchandise by way of sight, odor, and contact. As a way to keep away from the dangers introduced by info asymmetry, customers might be extra cautious when making buy selections, particularly meals merchandise immediately associated to well being akin to agricultural merchandise, and the upkeep of buyer relationships turns into an necessary strategy to construct belief and loyalty. Within the earlier examine of buyer relationship associated to agricultural merchandise, students discovered that buyers’ perceived belief, worth, and analysis of retailers considerably contribute to the web gross sales by way of modeling and empirical evaluation (Kexi and Jun, 2014). Primarily based on this, the client relationship upkeep is among the key components to find out the web gross sales of agricultural merchandise, and can also be the main focus of selling technique adjustment for agricultural operators.
2. Value adjustment: analysis exhibits that buyers pay excessive consideration to the value distinction between on-line and offline buy of agricultural merchandise and the value distinction between related merchandise on-line (Shanshan, 2018). Product value is the reference foundation for customers to buy agricultural merchandise on-line, and its fluctuation will have an effect on customers’ demand and buy resolution, which in flip has sure affect on the gross sales quantity of agricultural merchandise (Yijian, 2014; Peirong and Mingxuan, 2019; Yanfang, 2020). Subsequently, for agricultural product operators, value adjustment technique is a vital a part of their on-line advertising combine technique. Particularly within the complicated setting of the Covid pandemic, whether or not to undertake the technique of low value and the effectiveness of this technique has change into a priority for operators.
3. Variety of platforms: e-commerce platforms are the premise for on-line enterprise actions and play an necessary function in China’s agricultural modernization course of. On the one hand, e-commerce platforms present new distribution channels and enormous client teams for related agricultural merchandise operators; however, with the large information, cloud computing and different applied sciences, the highly effective info suggestions mechanism of e-commerce platforms can present well timed and plentiful market info for related operators. Agricultural product operators can exactly alter their advertising methods based mostly on the knowledge to glad the consumption wants of goal teams and thus promote gross sales (Ruifeng, 2020; Zhanpeng, 2020). For agricultural merchandise operators, the selection and variety of platforms are necessary for his or her channel technique. If operators select a single e-commerce platform, the benefit is to scale back the price of channel development. Contrastly, they could face extra homogeneous merchandise, competitors strain, site visitors, info acquisition prices and different issues. Then, if operators select a number of platforms, though there might be extra potential prospects and gross sales, however excessive prices might be incurred.
4. Authorities cooperation: with the nationwide coverage of “exact poverty alleviation” and the aim of poverty eradication, e-commerce is seen as an necessary strategy to notice this aim (Foresight Analysis Institute, 2020). With the Authorities’s name and help, many agricultural product operators have begun to undertake on-line gross sales, selling the speedy improvement of e-commerce for agricultural merchandise (Foresight Analysis Institute, 2020). After the outbreak of the pandemic, with a view to scale back the affect, the federal government not solely guided operators use on-line platform, but additionally helped operators who simply began and lacked expertise in on-line advertising by way of a sequence of measures akin to “one-to-one” assist, authorities web site promotion, and reside broadcast by county governors to unravel the “problem in promoting” (Foresight Analysis Institute, 2020). Beneath the complicated setting of Covid pandemic, in comparison with business e-commerce platforms, authorities platforms are public welfare and often extra focused and useful. Whether or not to take part in authorities packages and the depth of cooperation have additionally change into main components affecting the efficiency of on-line advertising for agricultural operators.
5. Visible impact: imaginative and prescient is among the necessary methods for people to acquire info, and analysis exhibits that 83% of human entry to info comes from imaginative and prescient (Huang et al., 2020). Subsequently, how you can convey product info and entice customers’ consideration by way of visible show has change into the main focus of enterprise consideration. In on-line advertising, the significance of visible results is much more distinguished. As a result of digital nature of the Web, customers can solely receive product info by looking footage, textual content shade and format, and video esthetics uploaded by operators. Apart from, research have proven that product show, net design, and web page structure will considerably have an effect on customers’ buy intention (He et al., 2014; Hongxia et al., 2014; Lin et al., 2015). Nonetheless, an necessary drawback within the present on-line gross sales of agricultural merchandise is the excessive diploma of homogenization of product footage and textual content descriptions, and even many operators use the identical on-line footage, which results in the lack of customers to understand the distinction between the product and different related merchandise. Because the competitors within the agricultural merchandise e-commerce market turns into an increasing number of intense, many retailers notice that stunning footage and detailed descriptions are necessary to stimulate customers’ buy intention, and begin to concentrate to net design high quality and product visible show results. Subsequently, this paper incorporates visible results into the antecedent variables that have an effect on the efficiency of agricultural merchandise on-line advertising.
6. E-commerce broadcasting: with a view to additional entice site visitors, Taobao, Jingdong and different e-commerce platforms started to launch broadcasting features and steadily enhance the associated supporting system in 2016 (Ren, 2021). Within the following years, an increasing number of on-line platforms have joined the broadcasting to promote merchandise. The quick video platforms akin to Tiktok and Kuaishou, which have already got enormous site visitors, have additional realized the significance of the broadcasting operate (Hongdong and Jiang, 2020). As a brand new advertising technique, the agricultural operators have additionally adopted the broadcasting technique to promote their merchandise. E-commerce broadcasting of agricultural merchandise can assist customers perceive the merchandise extra intuitively, vivid, and meticulously (Ren, 2021). It may well additionally resolve the issue of lagging response in conventional gross sales, which in flip will increase customers’ belief within the merchandise and promotes product gross sales (Zhaoyang, 2021). The examine has proven that the attraction impact, interplay impact, expertise impact, and inducement impact of e-commerce broadcasting can higher drive the event and efficiency of agricultural merchandise. In the course of the Covid pandemic, the brand new advertising mannequin of on-line e-commerce broadcasting has apparent benefits, akin to low price, low threshold, intuitive, vivid, and interactive, and it has change into an necessary advertising device for agricultural operators to draw site visitors and resolve the issue of stagnant gross sales (Thanh et al., 2022). Subsequently, climate undertake e-commerce broadcasting is among the necessary dimensions of the antecedent variables affecting the efficiency of on-line advertising of agricultural business.
Within the particular context of the Covid pandemic, the fact of agricultural merchandise gross sales is extra complicated than regular, a single dimension or a sure advertising idea can’t clarify the causal relationship between on-line advertising methods and advertising efficiency in a conventional method. Primarily based on the above theoretical evaluation, the whole mannequin of the analysis on the mix technique of agricultural merchandise on-line advertising is proven in Determine 1.
Determine 1. Analysis mannequin.
Analysis design
Analysis technique of QCA and NCA
Ample and obligatory relationships are interpretations of two causal relationships, and this examine first makes use of qualitative comparative evaluation (QCA), which detects sufficient causality, to discover whether or not the antecedent trigger (a mixture of on-line advertising methods) can adequately produce the result (the efficiency of on-line advertising of agricultural merchandise). The analysis strategies of QCA might be divided into: clear set QCA (csQCA), multi-value set QCA (mvQCA), and fuzzy set QCA (fsQCA; Yunzhou and Liangding, 2017). Contemplating that fuzzy set qualitative comparative evaluation (fsQCA) has the benefit of coping with partial affiliation in addition to diploma change issues in comparison with the opposite two classes, and that fsQCA takes a holistic perspective and performs comparative evaluation throughout instances, it’s devoted to exploring the causal complexity of which teams of conditional parts trigger the looks of the anticipated final result and which teams trigger the dearth or absence of the anticipated final result (Fiss, 2011). For agricultural operators, the usage of completely different advertising technique might have various and complicated results on the advertising efficiency. Subsequently, this examine chooses the fsQCA strategy to discover the total causal mechanism. Secondly, the fsQCA technique not solely makes up for the deficiency of qualitative analysis strategies through the use of a big pattern set of instances to unravel the issue of applicability and uniqueness of conventional qualitative evaluation; but additionally compensates to some extent for the deficiency of huge pattern evaluation for particular person phenomenon evaluation in quantitative analysis strategies. Lastly, this paper focuses on the “joint impact” between the size of on-line advertising technique and the “interplay” between completely different indicators to search out the easiest way to enhance the advertising efficiency.
As a way to clarify the causal relationships of the variables extra comprehensively, the mandatory comparative evaluation (NCA) technique was used to research the mandatory causal relationships among the many examine variables (Du et al., 2020; Dul et al., 2020). In contrast with the fsQCA technique, the NCA strategy not solely detects whether or not a situation is critical for the result to come up, but additionally exhibits the diploma of necessity of this situation and might clarify the significance of the situation variables extra exactly and deeply (Vis and Dul, 2018). Subsequently, the strategy of mixing fsQCA and NCA can’t solely check the affect of various groupings of on-line advertising methods on advertising efficiency, but additionally present the diploma of affect of separate on-line advertising dimensions, which has higher utility and significance for this examine.
Case choice
Firstly, in fsQCA research, the representativeness of sampling immediately impacts the outcomes, and the legitimate pattern equals appropriately chosen instances (Yunzhou and Liangding, 2017). fsQCA is a case-oriented analysis technique which ought to comply with the rules of theoretical sampling and choose samples based mostly on the traits of the idea and instances (Dul et al., 2020). As well as, representativeness of sampling ought to contemplate ample homogeneity amongst general instances, particularly, chosen instances must be related and comparable. Moreover, most heterogeneity additionally must be thought-about amongst instances, the chosen instances ought to embrace each optimistic and unfavourable instances to keep away from presenting extreme consistency (Yunzhou and Liangding, 2017). Second, the complicated state of affairs of on-line gross sales of agricultural merchandise requires consideration of many exterior goal circumstances, akin to the size of agricultural e-commerce enterprises, aggressive power, and gross sales channel variations. Giant and medium-sized agricultural enterprises have matured operational advertising methods and the Covid pandemic impacts them to a a lot lesser extent than small agricultural enterprises (Mengsi and Jian, 2016). As well as, when it comes to authorities participation, though some agricultural product operators take part in on-line gross sales, they rely solely on authorities assist and wouldn’t have subjective initiative, which doesn’t assist this examine. Subsequently, to make sure the standard of the examine, this paper units three {qualifications} in choosing instances: firstly, the goal instances below investigation must be small agricultural enterprise, the members are agricultural product operators. Particularly, they’re within the center stage of the business chain, taking on the work between producers (farmers) and customers of agricultural merchandise. Their primary duties are distribution, sells, promotion and client service. In keeping with Nationwide Improvement and Reform Fee’s rules, the classification of small agricultural enterprises is annual working earnings between 500,000 RMB to five million RMB and complete variety of workers is lower than 80 (Ministry of Agriculture and Rural Affairs of the Folks’s Republic of China, 2017). Secondly, the issue of stagnant gross sales introduced by Covid pandemic, which precipitated enormous financial losses to agricultural product operators, was the catalyst that prompted small agricultural product operators to open on-line gross sales channels. Subsequently, based mostly on the cyclical nature, agricultural merchandise with a brief shelf life which can be newly accessible in spring or with out a clear distinction between high and low seasons and face stagnation issues throughout the pandemic are chosen. Thirdly, the agricultural merchandise operators had no expertise in on-line gross sales earlier than the pandemic, or had contacted on-line gross sales however primarily targeted on offline gross sales, and commenced to concentrate to on-line gross sales solely after the pandemic occurred, constructing gross sales channels independently, conducting on-line advertising, and never relying solely on authorities assist to unravel the issue.
To keep away from the affect of extreme geographical variations, 4 provincial items, Shandong Province, Henan Province, Hebei Province and Hubei Province, which have the center rating of GDP and are massive agricultural provinces in China, had been chosen. The districts and counties below the prefecture-level cities with the center to higher rating of GDP in every province had been chosen because the areas for questionnaire distribution. A complete of 247 agricultural merchandise operators in 8 districts and counties below the above 4 provincial items had been concerned. The survey concerned agricultural merchandise together with grain, fruits, greens, aquatic merchandise, livestock, and different classes; lastly, 236 questionnaires had been collected, and the precise variety of legitimate questionnaires collected was 208, with an efficient charge of 84.21%, and coded as CASE1-208 (see Desk 1).
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Desk 1. Descriptive statistics of pattern instances.
Variables measurement
(1) For the client relationship dimension, this paper attracts on the examine of Zhiwen et al. (2021) to comprehensively consider. (2) for value adjustment, this examine thought-about that small agricultural enterprises typically adopted value discount methods to draw site visitors and resolve the issue of stagnant gross sales after the Covid pandemic, so the dimension of product value is examined and evaluated when it comes to the vary of value reductions (You et al., 2021). After conducting fieldwork on 208 goal instances, this examine discovered that the adjustment vary of value discount by small agricultural operators is managed inside 30% of the unique value. (3) after fieldworks, this examine discovered {that a} small share of agricultural operators selected single-online platform technique, whereas many of the remaining operators selected multi-platform improvement technique. Combining the precise circumstances of 208 instances, this examine discovered that the operators arrange principally 5 on-line platforms after the pandemic. (4) throughout the pandemic, governments around the globe supplied quite a few insurance policies and types to assist agricultural product operators, together with: gross sales channel introduction, monetary subsidies, on-line broadcasting by authorities officers, constructing on-line platforms, issuing bonuses, and so on. (You et al., 2021). Specializing in the cooperation between small agricultural enterprises and the federal government, this part adopts Huang’s examine to guage the diploma of cooperation between small agricultural operators and the federal government (Huang et al., 2020). (5) for the reason that operators of agricultural merchandise are much less specialised within the visible design of net pages and merchandise, the visible impact of merchandise is from the operators’ personal subjective perspective and state of affairs. Visible impact dimension was evaluated based mostly on the earlier analysis which specializing in significance they connect to the visible impact of merchandise, whether or not the online pages are specifically designed and the price of design (Hongxia et al., 2014). (6) for the broadcasting of e-commerce, this examine adopts Lu’s measurement (Zhaoyang, 2021). (7) with a view to examine the efficiency of various grouping paths on on-line advertising efficiency, based mostly on the related analysis (Cheng et al., 2017; Gang et al., 2019; Dong et al., 2020), this examine adopted three analysis indicators: from the monetary perspective, this examine selected company on-line turnover; from client perspective, selected the variety of optimistic client opinions; and from market perspective, selected the web gross sales quantity.
In abstract, all of the variables have been collected utilizing a Likert scale and seek advice from Desk 2 for extra particulars.
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Desk 2. Reliability and validity evaluation.
Reliability and validity evaluation
The reliability check displays the consistency of the measurement outcomes and the soundness of the info, which is usually examined through the use of Cronbach’s alpha worth (Hair, 2010). On this examine, the SPSS18.0 software program was used to check the reliability of the questionnaire, and the outcomes are proven in Desk 2, and the Cronbach’s alpha values based mostly on standardized gadgets are all higher than 0.8, which signifies that the reliability of this questionnaire is nice (Hair, 2010). Then, validity assesses the closeness of the outcomes to expectations and additional displays the validity of the size. The measurement gadgets are the questions for agricultural operators in questionnaire. As a result of precise state of affairs of members, the measurements of dimension 2 merchandise value and dimension 3 variety of platforms are outlined by creator depends upon the fieldwork. Different 5 dimensions are referenced and refined from established scales and had been higher when it comes to content material validity. As well as, the Kaiser Meyer Olkin (KMO) and Bartlett’s sphericality values had been calculated for every variable, and the KMO and issue loading coefficients had been higher than 0.7. The Bartlett’s sphericality values had been important. The match between the examine variables and the measured gadgets was examined by AMOS 24.0, the place Chi-Sq. Worth/diploma of freedom (CMIN/df) = 1.79, customary match index (NFI) = 0.94, goodness-of-fit index (GFI) = 0.92, comparative match index (CFI) = 0.95, Tucker-Lewis’s index (TLI) = 0.94, adjusted match index (AGFI) = 0.89, Root Imply Sq. Error of Approximation (RMSEA) = 0.017, indicating good validity of this questionnaire (see Desk 2).
Variable task and anchor level willpower
First, to make sure the reliability and validity of the variables measured on this examine, the variables had been chosen from established research by present students and modified in response to the aim of this examine. Second, to precisely mirror the inter-case variability and close to earlier research, the three calibration factors of the 5 impartial variables with one respondent variable totally affiliated, crossover level, and totally unaffiliated had been set because the higher and decrease quartiles of descriptive statistics on this examine, which had been 75% totally affiliated, 50% crossover level, and 25% totally unaffiliated (Yunzhou and Liangding, 2017). Fiss (2011) examine urged that within the means of fsQCA anchor level willpower and fuzzy worth calibration, there’s a chance that the anchor level would be the similar as the unique information worth. Subsequently, to keep away from this case, this examine additional reviewed the info and elevated the calibration factors the place the identical values occurred by 0.001, whereas guaranteeing that the utmost worth didn’t exceed 1. The outcomes of descriptive statistics and calibrated anchor factors for every variable on this examine are proven in Desk 3. Primarily based on the above standards for task of final result and situation variables, the uncooked information of 208 agricultural merchandise instances had been assigned and imported into the fsQCA software program for calculation on this paper.
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Desk 3. Descriptive statistics and anchor factors for variable calibration.
Analysis outcomes and evaluation
Essential situation evaluation
The NCA technique identifies whether or not the examine variable is a necessity situation and detects the impact dimension of the need situation. The impact dimension is indicated by the bottleneck stage within the NCA technique. Dul et al.’s examine states that the worth of bottleneck stage is between 0 and 1, and when the worth is lower than 0.1, it implies that the impact dimension is simply too small, and quite the opposite when the worth is nearer to 1, it signifies that the need impact dimension is bigger (Dul et al., 2020). The higher restrict regression (CR) and higher restrict envelopment (CE) strategies of the NCA technique can be utilized to cope with completely different ranges of discrete variables in addition to steady variables. The CR technique is chosen if the variables within the examine are all discrete or steady variables and are at or above stage 5; the CE technique is chosen if the variables within the examine are dichotomous or don’t attain stage 5. The CR or CE technique permits the corresponding features of the variable relationships to be obtained and the impact sizes to be analyzed accordingly. In keeping with Dul, within the NCA technique, two circumstances are required to fulfill the mandatory circumstances, that are that the impact dimension (d) is bigger than or equal to 0.1 and that the outcomes of Monte Carlo simulations of permutation checks present important (Dul et al., 2020).
On this examine, the outcomes of impact sizes for every variable had been calculated utilizing each CR and CE strategies (see Desk 4). As well as, this paper reviews the outcomes of the NCA analyses, together with impact sizes derived utilizing two completely different estimation strategies, CR and CE. Essential circumstances within the NCA strategy require two circumstances to be met: the impact dimension (d) just isn’t lower than 0.1 (Dul et al., 2020) and the Monte Carlo simulation substitute check exhibits that the impact dimension is critical (Dul et al., 2020). The outcomes of the NCA checks confirmed that among the many on-line advertising dimensions, the outcomes of e-commerce broadcasting, visible results, and authorities cooperation had been important, however produced results that had been too small to be recognized as essential to affect advertising effectiveness (Yunzhou and Liangding, 2017). As well as, the check outcomes for buyer relationship (p = 1.0), value adjustment (p = 1.0), and variety of platforms (p = 1.0) weren’t important, indicating that also they are not obligatory to provide good advertising outcomes. As well as, the bottleneck stage within the bottleneck evaluation signifies the vary of the utmost noticed stage values that the antecedent circumstances must fulfill when the extent of the utmost noticed vary of outcomes is met, and the precise outcomes of the bottleneck evaluation on this examine are proven in Desk 5. The info outcomes present that to realize a 60% stage of selling effectiveness, 0.8% stage of e-commerce broadcasting, 0.3% stage of visible results and 0.6% stage of presidency cooperation are wanted, and no bottleneck stage exists for another dimensions.
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Desk 4. Evaluation outcomes of obligatory circumstances of NCA technique.
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Desk 5. Outcomes of NCA technique bottleneck stage (%) evaluation.
In fsQCA, “obligatory” implies that the situation all the time happens when the outcome exists, and if the situation doesn’t happen, the outcome can’t be generated. Typically, when the consistency is bigger than 0.9 or near 0.9, this antecedent situation is taken into account as the mandatory situation of the result variable (Dul et al., 2020). By analyzing the fsQCA software program, the consistency and protection values of every situation variable might be obtained, as proven in Desk 6. From the calculated outcomes, the consistency of all antecedent circumstances is lower than 0.9, i.e., not one of the six components constitutes a obligatory situation for producing an efficient on-line advertising technique. This outcome signifies {that a} good on-line advertising efficiency is the results of a mixture of things collectively, and no single issue has a big impact on it.
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Desk 6. Essential circumstances evaluation.
Grouping evaluation
After the evaluation of the mandatory circumstances, it’s obligatory to research the impact of the mix of the situation variables on the result variables (Dul et al., 2020). In keeping with associated research, the consistency threshold was set to 0.8, the PRI threshold was set to 0.7, and the case threshold was set to 1. The complicated resolution, intermediate resolution, and parsimonious resolution had been derived by way of the standardization operation of fsQCA software program (Yunzhou and Liangding, 2017). Typically, the intermediate resolution has the benefit of not permitting the elimination of obligatory circumstances in comparison with the complicated resolution. As well as, evaluating the output outcomes of the parsimonious and intermediate options, the core circumstances of the grouping seem in each the parsimonious and intermediate options, and the sting circumstances seem solely within the intermediate resolution, so the grouping construction of the intermediate resolution is adopted on this examine.
Evaluation of the grouping of fine on-line advertising efficiency
There are 4 paths (H1, H2, H3, H4) to generate good on-line advertising efficiency, as proven in Desk 7.
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Desk 7. Group construction of fine on-line advertising methods.
fsQCA evaluation of the instances yielded an general resolution consistency of 0.937, which is increased than the suitable stage of consistency of 0.8, and an general protection of 0.418, indicating that the 4 groupings clarify greater than 41% of the explanations for good on-line advertising efficiency, and the precise groupings are analyzed as follows.
In group H1 (~buyer relationship* ~ value adjustment* ~ variety of platforms* authorities cooperation* e-commerce broadcasting), the presence of presidency cooperation, e-commerce broadcasting and the absence of buyer relationship are the core circumstances. The absence of value adjustment and variety of platforms is the marginal situation. This outcome exhibits that whatever the visible impact of the product, growing the diploma of cooperation with the federal government, adopting e-commerce broadcasting to promote merchandise and don’t enhance the funding in buyer relations, even when the variety of platforms is small and the value just isn’t considerably lowered, it’s going to additionally produce a very good on-line advertising efficiency. This sample is the dominant kind of “authorities cooperation—e-commerce broadcasting,” and the consistency is increased than 0.977 patterns, indicating that its optimistic impact on on-line advertising impact is clear.
In group H2 (~buyer relationship* ~ variety of platforms* authorities cooperation* visible impact* e-commerce broadcasting), the presence of presidency cooperation, e-commerce broadcasting and the absence of buyer relationship are the core circumstances. The presence of visible impact and the absence of variety of platforms are the marginal circumstances. This path exhibits that value adjustment has little relationship with the result, and small agricultural operators don’t make investments an excessive amount of in buyer relationship, however actively cooperate with the federal government and take measures to enhance the visible impact of merchandise by e-commerce broadcasting, in order that they’ll nonetheless obtain the results of good on-line advertising efficiency even when the variety of platforms is small. This grouping is the dominant kind of “authorities cooperation—visible impact—e-commerce broadcasting,” and its consistency is increased than 0.979 groupings, which signifies that the optimistic impact on the efficiency of on-line advertising.
In group H3 (buyer relationship* ~ value adjustment* authorities cooperation* visible impact* reside e-commerce), the presence of visible impact, e-commerce broadcasting and the absence of value adjustment are the core circumstances. The presence of presidency cooperation and buyer relationship is the marginal situation. The instances that fulfill this path mirror the function of e-commerce broadcasting and visible results driving. It exhibits that whatever the variety of platforms, operators who undertake e-commerce broadcasting, enhance the visible show of net pages with out considerably decreasing costs, and set up cooperation with the federal government and take sure measures in buyer relations will produce good on-line advertising outcomes. The consistency of this group is 0.901, which is the bottom among the many 4 teams, indicating that the optimistic impact of this group is the weakest.
In group H4 (~buyer relationship* ~ value adjustment* variety of platforms* ~ authorities cooperation* visible impact* reside e-commerce), the presence of visible impact, e-commerce broadcasting and the absence of value adjustment are the core circumstances. Whereas the presence of the variety of platforms and the absence of buyer relationship and authorities cooperation are the marginal circumstances. This means that small agricultural operators’ multi-platform funding, enhancement of product visible results, and adoption of e-commerce broadcasting, whereas not considerably adjusting costs, will produce optimistic on-line advertising efficiency even with much less funding in buyer relations and authorities cooperation.
Evaluation of the grouping of non-good on-line advertising efficiency
There are 4 groupings of non-good on-line advertising efficiency (NH1, NH2, NH3, NH4), as proven in Desk 8.
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Desk 8. Grouping construction of non-good community advertising impact methods.
After the fsQCA evaluation of the case, the general resolution consistency is 1, increased than the suitable diploma of consistency 0.8, the general protection of 0.569, indicating that the 4 configurations clarify greater than 56% of the explanations to provide non-good on-line advertising efficiency, the precise configuration evaluation is as follows.
In group NH1 (~buyer relationship* value adjustment* ~ variety of platforms* ~ authorities cooperation* ~ visible impact), the presence of value adjustment and the absence of buyer relationship and visible impact are the core circumstances. The absence of presidency cooperation and variety of platforms is the marginal situation. This group signifies that the absence of variety of platforms and authorities cooperation has low-level affect on non-good on-line advertising efficiency. Nonetheless, it’s value mentioning that, even when agricultural operators alter the product value, failure to concentrate on visuals impact and client relations will inevitably result in non-good on-line advertising efficiency.
In group NH2 (~buyer relationship* ~ variety of platforms* authorities cooperation* ~ visible results* ~ reside e-commerce), the absence of buyer relationship and e-commerce broadcasting is the core situation. The presence of presidency cooperation, the absence of variety of platforms and visible results are the marginal circumstances. This path illustrates that small agricultural operators who neither keep buyer relationships nor undertake e-commerce broadcasting can’t produce good on-line advertising efficiency even when they cooperate with the federal government and alter the value.
In group NH3 (buyer relationship* value adjustment* variety of platforms * ~ authorities cooperation* ~ visible impact* ~ reside e-commerce), the presence of value adjustment and variety of platforms, and absence of presidency cooperation are the core circumstances. The presence of buyer relationship and absence of visible impact and e-commerce broadcasting are the marginal circumstances. This group means that cooperation with the federal government is the important thing dimension which produce good on-line advertising efficiency, even when they make enormous effort to lower the value or undertake a number of platforms, with out authorities cooperation, the agricultural operators can’t obtain a very good on-line advertising efficiency.
In group NH4 (buyer relationship* value adjustment* variety of platforms* ~ authorities cooperation* visible impact* reside e-commerce), the presence of value adjustment, the variety of platforms and the absence of presidency cooperation are the core circumstances. The presence of buyer relationship, visible impact and e-commerce broadcasting is marginal situation. The findings of group 4 are like these of group 3, irrespective of how a lot effort agricultural operators put into different dimensions, they can not generate a very good on-line advertising efficiency with out cooperating with authorities. This outcome proves that cooperating with authorities performs a big function to realize a very good on-line advertising efficiency as soon as once more.
Robustness examine
Checking the robustness of the evaluation outcomes is a key step in QCA analysis. On this examine, the info had been analyzed once more after adjusting the case frequency to 2 and the consistency threshold to 0.81 to check the modifications within the teams to evaluate the outcomes (Yunzhou and Liangding, 2017). It was detected that the mix of paths affecting on-line advertising didn’t result in substantial modifications within the variety of groupings, parts, and consistency and protection after the parameter adjustment. Subsequently, it’s concluded that the outcomes of the evaluation obtained on this examine are dependable and sturdy.
Conclusion and implications
Conclusion of the examine
On this paper, 208 small agricultural enterprises in China had been analyzed within the context of the Covid pandemic, and a mixture of NCA and QCA was utilized to research the effectiveness of on-line advertising combine methods on advertising efficiency. The examine signifies that (1) the outcomes of NCA present that particular person on-line advertising dimension can’t be the mandatory situation to provide excessive advertising efficiency, however strengthening e-commerce broadcasting, visible results, and authorities cooperation can clearly enhance advertising efficiency. (2) On-line advertising efficiency is influenced by the interplay of a number of on-line advertising methods adopted by operators. Not one of the six dimensions are obligatory to provide good market efficiency, indicating single on-line advertising technique dimension doesn’t obtain good advertising outcomes, a very good efficiency of on-line advertising is the results of the configuration impact of a number of dimensions. (3) The examine obtained 4 paths to provide good on-line advertising efficiency, particularly H1: “authorities cooperation—e-commerce broadcasting” dominant, H2: “authorities cooperation-visual impact—e-commerce broadcasting” dominant, H3: “buyer relationship—authorities cooperation—visible impact—e-commerce broadcasting” dominant, and H4: “variety of platforms—visible impact—e-commerce broadcasting” dominant. This illustrates the multiplicity and complexity of paths to realize good on-line advertising efficiency. As well as, the 4 particular paths mirror the necessary function of three dimensions: e-commerce broadcasting, visible results, and authorities cooperation. (4) There are 4 path of on-line advertising methods to generate non-good efficiency, particularly NH1: “buyer relationship—visible impact” dominant, NH2: “buyer relationship—e-commerce broadcasting” dominant, NH3 and NH4 are each “authorities cooperation” dominant, however the marginal circumstances are completely different. Moreover, there may be an asymmetry with the paths that generate good on-line advertising efficiency.
Theoretical implications
The transformation of conventional advertising technique to on-line advertising technique is critical, particularly within the period of the Covid pandemic and post-pandemic, small agricultural operators ought to reply positively to the decision of the state and the federal government’s sturdy assist, and rapidly perceive the market dynamics. In keeping with the modifications in demand, the operators ought to allocate sources, optimize the logistics and transportation path, enhance the effectivity of the circulation, break by way of the unique time and geographic location limitations, enhance gross sales of agricultural merchandise, broaden the goal market, and make a higher contribution to the event of rural financial system. In contrast with present research associated to agricultural on-line advertising, this paper has the next theoretical contributions.
Firstly, by combing the present associated literature, this paper selects the necessary dimensions that have an effect on the web advertising efficiency of agricultural merchandise, constructs a brand new and multi-dimensional variable mannequin, put the six dimensions together with buyer relationship, value adjustment, variety of platforms, authorities assist, visible impact, and e-commerce broadcasting into the identical analysis system to research the affect of the optimum mixture on the web advertising efficiency, and scientific improvement ideas are supplied for small agricultural enterprises within the pandemic setting.
Secondly, based mostly on the present analysis, this paper enriches the analysis associated to agricultural merchandise on-line advertising. The outcomes of the examine reveal that below the impetus of Covid pandemic, how the multi-dimensional on-line advertising mixture technique adopted by small agricultural operators within the means of gross sales transformation can enhance advertising efficiency, and the precise causal relationship between them, which additional enriches the analysis associated to the web advertising technique of agricultural merchandise.
Thirdly, many of the research associated to agricultural advertising use conventional regression evaluation, specializing in the evaluation of the distinctive “web impact” of a single antecedent variable, and few research have systematically and comprehensively interpreted the mechanism of a number of on-line advertising methods on the ultimate efficiency, and evaluate the similarities and variations between the results of every technique. In view of the above-mentioned issues and analysis deficiencies, this examine adopts a mixture of NCA and QCA from the attitude of holism and comprehensively examine the configuration results of a number of dimensions, offering a holistic perspective on the complicated interactions and causal asymmetries among the many dimensions behind the efficiency of on-line advertising, which has sure implications for improvement of small agricultural enterprises within the post-pandemic period.
Administration insights
From a sensible viewpoint, the event of agricultural merchandise on-line advertising can assist improve the affect and competitiveness of native agricultural merchandise, resolve the actual issues of rural labor loss and the issue of promoting agricultural merchandise. Particularly, the findings of this paper can present administration insights for the formulation of related authorities insurance policies and the event of small agricultural enterprises within the post-pandemic period.
Firstly, agricultural operators ought to concentrate on e-commerce broadcasting as a advertising technique. In keeping with the 4 mixed paths, it may be discovered that e-commerce broadcasting is the core situation of the 4 teams, it has an necessary function within the on-line advertising of agricultural merchandise. On the one hand, e-commerce broadcasting has the benefits of low capital funding, low technical necessities, and fewer content material restrictions, which might be simply grasped by agricultural operators. Alternatively, it’s extra intuitive to point out merchandise than different advertising strategies, which in flip can enhance customers’ belief and sense of safety in merchandise and in the end enhance the efficiency of gross sales. In the course of the pandemic, governments took measures to quarantine residents at house, and so they had extra time to browse net info than regular. It was a very good alternative for agricultural operators to seize customers’ consideration and lift consciousness of their merchandise. The best strategy to make the most of this chance is to extend product publicity on-line. When gathering instances, the examine discovered that many of the agricultural operators adopted scenario-based broadcasting to advertise their agricultural merchandise, which not solely performed a very good function in fixing the issue of stagnant gross sales, but additionally enhanced the visibility of the brand new shops and laid the muse for gross sales after resumption of labor and manufacturing. Nonetheless, as an increasing number of agricultural operators be a part of the e-commerce broadcasting, how you can be “enticing” has change into a brand new drawback. This examine means that operators ought to keep away from homogeneous and monotonous publicity, discover the proper positioning, the highlights, and enrich the video content material to draw the customers’ consideration. As well as, extra interplay with customers is an efficient strategy to improve the recognition of broadcasting.
Secondly, the examine discovered that good product visible impact helps to enhance the efficiency of on-line advertising. The general esthetic and inventive high quality of agricultural on-line structure is low, and the operators don’t take note of the significance of net design high quality and product visible show results. So far as the present state of affairs of agricultural merchandise enterprise, many of the agricultural operators haven’t gone by way of skilled coaching. Often, they’re producers, web site designers and entrepreneurs, so their skilled consciousness of all features of selling is comparatively weak. Within the means of on-line advertising, the operators are unable to optimize the web site, take high quality product footage, and are comparatively weak in dealing with on-line customer support communication, transaction assure, and product suggestions. Subsequently, agricultural operators ought to rent skilled crew to response for on-line advertising to additional distinguish their merchandise from different related agricultural merchandise.
Thirdly, agricultural operators in must actively cooperate with the federal government and reply positively to the federal government’s assist insurance policies in numerous features of agriculture. In each (H1) and (H2) paths, authorities cooperation is the core situation. By taking part in authorities actions and acquiring authorities assist, agricultural enterprises may also obtain gross sales development. Nonetheless, it must be famous that within the context of the pandemic, to unravel the issues associated to the folks’s livelihood, the federal government’s assist efforts are often higher than regular, subsequently within the post-pandemic period, cooperation with the federal government might not reap good outcomes.
Lastly, the impact of value discount just isn’t important. In precise operation, agricultural operators usually use value discount measures to draw site visitors and resolve offline stagnation issues in a well timed method. Nonetheless, the analysis outcomes present that attracting site visitors by reducing costs just isn’t a very good treatment to unravel gross sales issues and obtain their very own improvement. In the course of the pandemic, the stagnation of agricultural merchandise was attributable to the contradiction between the obstruction of transportation and the quick shelf lifetime of agricultural merchandise. Value reductions will immediately hurt the financial pursuits of agricultural operators; furthermore, as a result of the value of agricultural merchandise is simply too low, it might depart a unfavourable impression of poor high quality to customers, which isn’t conducive to the web gross sales. Beneath this case, agricultural merchandise operators ought to: 1. strengthen their consciousness and professionalism of name development by way of participation in related skilled coaching, perceive the significance of name development of agricultural merchandise, and construct a particular model depends upon their very own product attributes; 2. make clear goal customers and client wants, entice customers by way of efficient on-line advertising methods; 3. Bettering manufacturing by way of new agricultural planting know-how, growing deep processing merchandise, enhancing added worth, and assembly diversified client calls for.
Analysis limitation and future analysis
With the facilitation of the Covid pandemic and “rural revitalization,” the standard advertising technique of agricultural business has introduced unprecedented challenges and new alternatives of on-line advertising technique. With the sturdy assist from the federal government and the recognition of the Web in rural areas, the web advertising technique has quickly change into the primary alternative of agricultural operators. Primarily based on the issues and alternatives confronted by operators within the particular context, this paper explores the configuration affect of various on-line advertising methods on the web advertising efficiency from a number of dimensions, proposes countermeasures from each authorities and agricultural operators to advertise the environment friendly improvement of the agricultural business and the nationwide plan for rural revitalization.
Nonetheless, there are a number of limitations on this paper that are as follows: firstly, the samples collected should not intensive sufficient, and future analysis can enhance the generalizability and validity by way of the validation of bigger samples; secondly, the formation mechanism of selling efficiency of several types of agricultural merchandise distributed in several areas and kinds could also be completely different; lastly, this paper solely considers buyer relationship, value adjustment, variety of platforms, authorities cooperation, visible impact, and e-commerce broadcasting six conditional variables, and whether or not there are different components that have an effect on advertising outcomes have to be additional mentioned. Furthermore, the one dimension of sustainability that’s addressed on this examine is the financial efficiency. Nonetheless, on-line advertising methods can contribute to the sustainability of agricultural business in additional dimensions, for instance, on-line information can be utilized to foretell the gross sales of agricultural merchandise, which might scale back the planting of extra agricultural merchandise and shield land sources and the setting; on-line gross sales quantity can assist operators higher calculate the stock, which might scale back the corruption and waste of agricultural merchandise, and additional scale back the carbon emission; the digitization of agricultural merchandise can facilitate operators to study new applied sciences and enhance their professionalism, which might enhance the yield per unit space and contribute to the agricultural business. Subsequently, future analysis might be extra detailed and in-depth in response to the traits of agricultural merchandise, supplemented with related instances, and additional explored how you can obtain sustainable improvement and company social duty by enhancing the web advertising technique of agricultural business.
Information availability assertion
The uncooked information supporting the conclusions of this text might be made accessible by the creator, with out undue reservation.
Ethics assertion
The research involving people had been permitted by China college of political science and legislation. The research had been performed in accordance with the native laws and institutional necessities. The members supplied their written knowledgeable consent to take part on this examine.
Writer contributions
YZ: Writing – unique draft, Writing – evaluation & modifying.
Funding
The creator(s) declare that no monetary assist was acquired for the analysis, authorship, and/or publication of this text.
Battle of curiosity
The creator declares that the analysis was performed within the absence of any business or monetary relationships that may very well be construed as a possible battle of curiosity.
Writer’s notice
All claims expressed on this article are solely these of the authors and don’t essentially characterize these of their affiliated organizations, or these of the writer, the editors and the reviewers. Any product that could be evaluated on this article, or declare that could be made by its producer, just isn’t assured or endorsed by the writer.
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