经济与管理2025，Vol.39Issue(1)：27-37,11.
朋友圈如何促进农村网商销售绩效
How to Promote Rural E-Entrepreneurs'Business Performance Through WeChat Friends?
摘要
Abstract
Based on the social network theory,this paper uses 413 rural e-commerce survey data from 5 provinces to empirically ana-lyze the impact and mechanism of the WeChat social network scale on the sales performance of rural e-entrepreneurs.The research shows that from the direct impact point of view,the WeChat social network scale can significantly promote the improvement of business performance of rural e-entrepreneurs.The mechanism analysis finds that the WeChat social network scale has an indirect impact on the business performance of rural e-entrepreneurs through two paths:professionally generated content and user-generated content.The strength of the WeChat social network plays a moderating role in the impact of network scale on the business performance of rural e-entre-preneurs.The heterogeneity analysis finds that women,rural e-entrepreneurs with an education level above high school,a good business environment and strong relationship operation ability has a greater impact on business performance of their WeChat social network scale.关键词
农村网商/社会网络/销售绩效/微信朋友圈Key words
rural e-entrepreneurs/social networks/business performance/WeChat friends分类
管理科学引用本文复制引用
李艳,陈卫平..朋友圈如何促进农村网商销售绩效[J].经济与管理,2025,39(1):27-37,11.基金项目
国家自然科学基金面上项目(72373158) （72373158）
国家自然科学基金面上项目(72073136) （72073136）
