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INTERACTIVE RELATIONSHIP BETWEEN AGRI-E-COM AGGLOMERATION AND REGIONAL ECONOMIC DEVELOPMENT IN NORTHEAST CHINA IN DIGITAL ECONOMY BACKGROUND |
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| รหัสดีโอไอ | |
| Creator | LIU XIN |
| Title | INTERACTIVE RELATIONSHIP BETWEEN AGRI-E-COM AGGLOMERATION AND REGIONAL ECONOMIC DEVELOPMENT IN NORTHEAST CHINA IN DIGITAL ECONOMY BACKGROUND |
| Contributor | Danaikrit Inthurit, Surachai Kungwon, Watcharanan Thongma |
| Publisher | คณะมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ |
| Publication Year | 2568 |
| Journal Title | วารสารมนุษยศาสตร์และสังคมศาสตร์ วไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ |
| Journal Vol. | 20 |
| Journal No. | 2 |
| Page no. | 227-242 |
| Keyword | Digital Economy, Agricultural E-commerce, Industrial Agglomeration, Regional Development, Structural Equation Modeling |
| URL Website | https://huso.vru.ac.th/ |
| Website title | https://so06.tci-thaijo.org/index.php/vrurdihsjournal/issue/view/18448 |
| ISSN | ISSN 3027-7752 (Print) 3027-7760 (Online) |
| 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. |
