INTERACTIVE RELATIONSHIP BETWEEN AGRI-E-COM AGGLOMERATION AND REGIONAL ECONOMIC DEVELOPMENT IN NORTHEAST CHINA IN DIGITAL ECONOMY BACKGROUND
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Abstract
This study investigates the interactive relationship between agricultural e-commerce (Agri-E-Com) agglomeration (AGGLO.) and regional economic development in Northeast China (NE China), emphasizing the mediating role of marketing strategies within the digital economy. The research addresses critical gaps in understanding how industrial agglomeration and digital marketing synergize to drive economic growth in rural regions. Focusing on Heilongjiang, Jilin, and Liaoning provinces, the study targets farmers engaged in or interested in agricultural e-commerce via the Alibaba platform. A quantitative approach using SEM to evaluate hypotheses derived from industrial agglomeration theory and marketing frameworks (7PS, 4CS, STP). Data were collected through a 102-item questionnaire distributed via the Questionnaire Star platform, employing snowball sampling to achieve a gender-balanced sample (1,088 responses, 1,000 valid). Despite potential representativeness limitations of snowball sampling, the study ensured sample diversity through gender balancing and targeted recruitment of farmers engaged in e-commerce. Confirmatory Factor Analysis (CFA) and SEM validated the model’s robustness (CMIN/DF = 1.173, RMSEA = 0.013).
Key findings reveal that industrial agglomeration (IAS) significantly drives regional economic development (REDS) with a direct effect (β = 0.638, p < 0.001), mediated partially by marketing strategies. The 7PS framework exhibited the strongest mediation (indirect β = 0.434), followed by 4CS (β = 0.340) and STP (β = 0.299). Agricultural e-commerce agglomeration (mean = 3.45) surpassed traditional clusters (mean = 3.36), highlighting its potential to enhance supply chain efficiency and market penetration through digital tools like e-commerce and brand storytelling. Policy recommendations emphasize infrastructure development, digital literacy programs, and equitable resource allocation to mitigate regional disparities. This study contributes actionable insights for policymakers and e-commerce platforms to optimize rural economic strategies, underscoring the transformative role of digital marketing in bridging agglomeration benefits with sustainable development.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์บทความวิจัยที่ได้รับการตีพิมพ์เผยแพร่ในวารสารมนุษยศาสตร์และสังคมศาสตร์ วไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ ถือเป็นกรรมสิทธิ์ของคณะมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ ห้ามนำข้อความทั้งหมดหรือบางส่วนไปพิมพ์ซ้ำ เว้นแต่จะได้รับอนุญาตจากมหาวิทยาลัยเป็นลายลักษณ์อักษร
ความรับผิดชอบ เนื้อหาต้นฉบับที่ปรากฏในวารสารมนุษยศาสตร์และสังคมศาสตร์ วไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ เป็นความรับผิดชอบของผู้นิพนธ์บทความหรือผู้เขียนเอง ทั้งนี้ไม่รวมความผิดพลาดอันเกิดจากเทคนิคการพิมพ์
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