随着数字技术的迅速发展和应用普及,消费者数字资本不断积累,深刻影响消费者的购物渠道选择行为。基于国家茶产业技术体系4 090份茶叶消费者调研数据,在测度消费者数字资本指数的基础上,使用最小二乘法（OLS）、工具变量法（IV）、倾向得分匹配法（PSM）检验数字资本对消费者线上购买茶叶的影响,分析数字资本对具有不同特征消费者影响的异质性,并进一步探讨数字技术安全性在其中的调节效应。结果发现：（1）消费者数字资本提升会增加其线上购买茶叶的支出。（2）年轻群体、高收入群体及用于自饮的消费者群体,其线上购茶行为受到数字资本的影响更为突出。（3）数字技术的决策安全性与交易安全性在数字资本影响消费者线上茶叶购买中起着正向调节作用,但信息安全性的调节作用并不显著。消费者数字资本增加是大势所趋,茶叶企业应抓住数字化转型的机遇,积极布局线上销售渠道;政府应为茶叶企业数字化转型提供政策、资金、技术等全方位支持;同时加强线上销售市场监管,维护网络市场质量安全,打造一个健康有序的线上茶叶交易市场环境。
With the rapid development and widespread application of digital technology, consumer digital capital continues to accumulate, profoundly influencing their choice of shopping channels. Based on survey data from 4 090 tea consumers within the National Tea Industry Technical System, this study measured the consumer digital capital index and employed the ordinary least squares (OLS), instrumental variable (IV), and propensity score matching (PSM) methods to examine the impact of digital capital on consumers' online tea purchases. The research further explored the heterogeneity of this influence across consumers with different characteristics and delved into the moderating effect of digital technology security within this context. It was found that: (1) An increase in consumer digital capital led to higher expenditures on online tea purchases. (2) The impact of digital capital was more pronounced in young people, higher-income groups, and consumers who buy tea for personal consumption. (3) The decision security of digital technology played a positive moderating role in the relationship between digital capital and online tea purchases, particularly transaction security. However, the moderating effect of information security was not significant. In summary, the increase in consumer digital capital is the trend. Tea enterprises should seize the opportunities presented by digital transformation and actively establish online sales channels. The government should provide comprehensive support in terms of policies, funding, and technology for the digital transformation of tea enterprises. Simultaneously, there should be increased supervision of online sales markets to maintain quality and safety, creating a salubrious and well-ordered online tea trading market environment.
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