新质生产力驱动下电子商务平台全要素生产率提升路径研究——基于技术突破、要素重组与产业升级的分析

Research on the Improvement Path of Total Factor Productivity of E-Commerce Platforms Driven by New Quality Productivity—An Analysis Based on Technological Breakthrough, Factor Restructuring and Industrial Upgrading

摘要: 在数字经济快速发展背景下，电子商务平台正由流量扩张转向效率提升，新质生产力成为推动平台高质量发展的重要动力。本文以2014~2023年A股电子商务相关上市公司为样本，并在严格筛选样本的基础上明确区分平台型企业、技术服务商与品牌电商，构建双向固定效应模型与分组回归模型，实证检验新质生产力对电子商务平台全要素生产率的影响。研究发现：新质生产力能够显著提升电子商务平台全要素生产率；数据要素配置效率提升、交易成本下降和供应链协同能力增强是其发挥作用的重要传导路径；在企业类型分组中，新质生产力对平台型企业的促进作用最强，对技术服务商次之，对品牌电商虽仍为正向影响，但边际效应相对较弱；该促进效应在大型综合平台、跨境电商平台、成熟期企业、民营企业、市场领先企业以及数字基础设施水平较高地区更为明显。稳健性与内生性检验后，研究结论依然成立。本文从微观层面揭示了新质生产力赋能电子商务平台效率提升的实现机制，可为平台企业转型升级和数字经济高质量发展提供参考。

Abstract: Against the backdrop of the rapid development of the digital economy, e-commerce platforms are shifting from traffic-driven expansion to efficiency-oriented growth, and new quality productive forces have become an important driver of their high-quality development. This paper takes A-share listed companies related to e-commerce from 2014 to 2023 as the sample. Based on a rigorous screening process, it clearly distinguishes among platform-based enterprises, technology service providers, and brand e-commerce firms, and constructs a two-way fixed effects model and subgroup regression models to empirically examine the impact of new quality productive forces on the total factor productivity of e-commerce platforms. The results show that new quality productive forces significantly improve the total factor productivity of e-commerce platforms. Improvements in data factor allocation efficiency, reductions in transaction costs, and enhancements in supply chain coordination are important transmission channels through which this effect is realized. In the subgroup analysis by firm type, the promoting effect of new quality productive forces is strongest for platform-based enterprises, followed by technology service providers; although the effect remains positive for brand e-commerce firms, its marginal impact is relatively weaker. Moreover, the promoting effect is more pronounced in platform-based enterprises, large comprehensive platforms, cross-border e-commerce platforms, mature enterprises, private enterprises, market-leading firms, and firms located in regions with a higher level of digital infrastructure. The findings remain robust after a series of robustness and endogeneity tests. This study reveals, at the micro level, the mechanisms through which new quality productive forces enhance the efficiency of e-commerce platforms, and provides implications for platform transformation and upgrading as well as the high-quality development of the digital economy.