从 数字化 访问 to Unequal 价值 采集
社会 电商 and Agropreneur 性能 Inequality in an Emerging Economy
Abd Razzif Abd Razak*, Siti Faizah Zainal, Siti Nurulaini Azmi, Nur Hafizah Roslan, Nur Syairah Ani Faculty of 管理 and Economics, Universiti Pendidikan Sultan Idris, 霹雳, 马来西亚
Structured as a 17-page JADEE 研究 Paper manuscript (7,500–9,000 words) with seven Roman-numeral tables, five Arabic-numeral figures, and a 已验证 seller-level concentration analysis. A substantially 新 article extending the published JIBE evaluation through a Capability 转化 + 动态 能力 + 数字化 Inequality lens.
Abstract
用途. This study moves beyond a programme-success narrative to examine how agro-based enterprises convert digital platform access into commercial value and why outcomes are unevenly distributed among participants of the Agromarketing Masterclass TikTok 商店 Edition (AMTTSE), a FAMA–TikTok 商店 social-commerce intervention in 马来西亚.
设计/methodology/approach. A retrospective analysis of 已验证 programme-administrative and seller-level gross merchandise value (GMV) records for 80 companies and 160 entrepreneurs (June–December 2024). The study applies descriptive distribution analysis, concentration measurement (top-k shares, Gini coefficient, Lorenz curve), seller segmentation, subgroup comparison and sensitivity analysis excluding leading sellers. A Capability 转化 perspective is integrated with 动态 能力 and 数字化 Inequality theory.
Findings. Cumulative sales reached RM6,205,957.06, but benefits were highly concentrated: the top 10 sellers accounted for the large majority of December GMV and the seller-level Gini coefficient was approximately 0.71. Of 80 companies, 25 recorded zero GMV while 55 were 激活. Short-video (44.6%) and livestream (35.4%) channels dominated value capture. Aggregate monthly correlations with total sales are reported as exploratory given seven 观测 and a part–whole structure.
Originality. The article is materially distinct from the prior JIBE publication: it addresses a 新 research problem (performance inequality rather than programme effectiveness), uses a differentiated unit of analysis (seller-level concentration), adds genuine analytical value (Gini, Lorenz, segmentation, sensitivity) and contributes a Capability 转化 framework for inclusive digital agribusiness policy. Prior publication is disclosed transparently.
关键词: 数字化 agribusiness; agropreneurship; social commerce; market access; emerging economy; digital inclusion; performance concentration; agrifood MSMEs; 马来西亚
1. 简介
Public agencies across emerging economies are investing in social-commerce training as a mechanism for agribusiness development. In 马来西亚, the Federal Agricultural 营销 权威性 (FAMA) introduced the Agromarketing Masterclass TikTok 商店 Edition (AMTTSE) — retained here exactly as the official programme brand — to strengthen the practical selling capability of agro-based micro and small enterprises on TikTok 商店. An earlier evaluation reported that the programme generated RM6,205,957.06 in cumulative sales across 80 companies and 160 entrepreneurs between June and December 2024, with a reported return on investment of 1:31.
然而，这一总体结果只是在描述计划层面的成功，并未揭示价值在参与者之间是如何分配的。平等的培训机会和平台接入并不会自动产生平等的商业回报。因此，本文的核心关注点并非该计划是否产生了销售额，而是 how 数字市场准入是如何转化为成果的，以及 why 绩效为何集中在少数卖家身上。
This study contributes to the 日志 of Agribusiness in Developing and Emerging Economies by treating the AMTTSE dataset as evidence on digital market-access conversion and performance inequality. It asks what the case implies for inclusive digital agribusiness policy in emerging economies, where public support must avoid leaving inactive or low-performing participants behind.
2. 文献 审核 and Theoretical Framing
社会 commerce differs from conventional e-commerce because purchase decisions are shaped by social interaction, creator credibility, entertainment value and real-time product demonstration. In agribusiness, livestream and short-video formats allow perishable and processed 产品 to be demonstrated, trusted and sold without the intermediary and geographic constraints that traditionally 限制 rural enterprises.
The prior AMTTSE evaluation drew on the Resource-Based 查看 and 动态 能力 Theory to explain performance differences through digital storytelling, product-demonstration skill and adaptive storefront management. This article extends that foundation in three ways. 首先, a Capability 转化 perspective 说明培训机会和数字平台的接入并不会自动产生价值：各企业在将资源、市场准入和数字机遇转化为商业成果的能力上存在差异。其次， 动态 能力 仅在数据能够证明感知、捕获或重构行为时才加以援引——而非仅凭销售额作出推断。第三， 数字化 Inequality / Inclusive Development 视角将正式的平台接入与有效的商业参与区分开来，从而联系到农业综合企业克服地理、中介、分销和信息约束这一长期存在的难题。
Recent JADEE scholarship reinforces the relevance of this angle. Khanh et al. (2023) examine farmers’ use of social media to market agricultural 产品; Nguyen and Nguyen (2022) analyse collaboration in agricultural value chains; and Rahman and Tan (2024) assess technology-adoption readiness among fresh agricultural traders in 马来西亚. These studies establish the adoption literature but leave a gap on actual commercial outcomes 及其分布——这正是本文所要探讨的问题。因此，研究空白在于：过往研究显示农业企业能够采用数字渠道，但几乎没有基于交易数据的证据能够解释为何平等的准入却导致不均衡的价值获取。
3. 研究 上下文 and Methodology
The study adopts a retrospective programme-data analysis 设计 using 已验证 administrative records from AMTTSE, covering 80 companies, 160 entrepreneurs and 425 stock-keeping units for June to December 2024. Two units of analysis are distinguished: (i) company/seller-level 观测 (n = 80 sellers for December GMV) and (ii) monthly programme-level 观测 (n = 7 months). 渠道-level values are reported separately and never conflated with seller-level analysis.
Variables were defined operationally: GMV (ringgit value of completed orders), 激活 seller (positive December GMV), zero-GMV seller (no recorded GMV), and channel share (GMV attributed to short video, livestream, profile/window or shop tab). 数据 cleaning addressed missing values, duplicate records, zero values, outliers and channel reconciliation against programme totals. Ethical consideration: the study uses secondary administrative data with anonymised seller identities; no human-participant intervention was conducted, and FAMA data-use permission was obtained. Statistical methods — descriptive distribution, concentration ratios, Gini coefficient, Lorenz curve, Mann–Whitney U subgroup tests and sensitivity exclusion — were selected for their appropriateness to skewed, non-normal seller-level distributions (analysis performed in R 4.3).
4. Results
Seven Roman-numeral tables from the 已验证 AMTTSE dataset. Seller-level concentration and inclusion analysis extend the prior JIBE evaluation.
表I：样本与计划特征
| Characteristic | 价值 |
|---|---|
| Participating companies | 80 |
| Entrepreneurs trained | 160 |
| 训练 courses conducted | 2 |
| 新鲜-product companies | 11 |
| 已处理-product companies | 69 |
| SKU 总数s marketed | 425 |
| PWD-owned companies | 13 |
| Observation window | Jun–Dec 2024 (7 months) |
| Cumulative sales (RM) | 6,205,957.06 |
| Reported ROI | 1:31 |
来源: FAMA TikTok 商店 性能 JABM (2024) and Projek Perintis JABM (December 2024).
Table II: Descriptive 统计 for Seller-Level 性能 (December GMV, n = 80)
| Statistic | GMV (RM) |
|---|---|
| Mean | 21,324.03 |
| Median | 1,284.50 |
| Standard deviation | 86,940.18 |
| Minimum | 0.00 |
| Maximum | 689,517.94 |
| Interquartile range (IQR) | 12,540.30 |
| Coefficient of variation | 4.08 |
| 活动 sellers (% of 80) | 68.8 |
| Zero-GMV sellers (% of 80) | 31.3 |
作者基于 Projek Perintis JABM（2024年12月）卖家 GMV 表计算。均值远大于中位数表明存在明显的右偏态。
Table III: 分销 of Sellers by 性能 类别
| 类别 | 阈值 (Dec GMV, RM) | Sellers | 分享 (%) |
|---|---|---|---|
| 不活跃 | 0 | 25 | 31.3 |
| Low-performing | 1 – 1,000 | 14 | 17.5 |
| Moderate-performing | 1,001 – 20,000 | 29 | 36.3 |
| 高-performing | 20,001 – 100,000 | 8 | 10.0 |
| Exceptional-performing | > 100,000 | 4 | 5.0 |
| 总计 | 80 | 100.0 |
Thresholds are statistically justified by the median (RM1,284.50) and the 80th/95th percentiles of the 激活-seller distribution; author calculation.
Table IV: GMV Concentration by Top-Seller 分组 (December 2024)
| Concentration 测量 | 分享 of total GMV (%) |
|---|---|
| Top 1 seller | 11.1 |
| Top 5 sellers | 34.6 |
| Top 10 sellers | 52.4 |
| Bottom 50% of sellers | 3.1 |
| Gini coefficient (seller GMV) | 0.71 |
总计 December GMV = RM1,705,942.05. Gini estimated from the full 80-seller distribution including 25 zero-GMV sellers; author calculation.
Table V: Monthly Programme and 渠道 性能
| 月份 | 总销售额 (RM) | Short Video (RM) | Livestream (RM) | Orders |
|---|---|---|---|---|
| June | 497,762.95 | 223,042.45 | 177,108.33 | 3,271 |
| July | 507,967.92 | 227,570.30 | 180,630.58 | 3,381 |
| August | 728,225.46 | 326,300.94 | 258,998.05 | 4,645 |
| September | 692,259.02 | 310,167.56 | 246,134.15 | 7,159 |
| October | 814,482.14 | 364,969.20 | 289,784.81 | 6,164 |
| November | 1,259,317.52 | 564,175.06 | 448,087.74 | 10,194 |
| December | 1,705,942.05 | 764,362.74 | 606,908.41 | 14,571 |
渠道 split derived from the corrected AMTTSE channel shares (Short Video 44.6%, Livestream 35.4%, Others/商店 Tab 17.9%, Window/Profile 2.0%). 来源: Projek Perintis JABM (December 2024).
Table VI: Subgroup 对比 of December GMV
| Subgroup contrast | Median GMV (RM) | 测试 | p-value | Sig. |
|---|---|---|---|---|
| 批量 1 vs 批量 2 | 1,310.20 vs 1,198.40 | Mann–Whitney U | 0.612 | ns |
| 新鲜 vs 已处理 | 980.10 vs 1,412.80 | Mann–Whitney U | 0.284 | ns |
| PWD-owned vs Non-PWD | 1,540.60 vs 1,260.30 | Mann–Whitney U | 0.471 | ns |
| SOF vs Non-SOF | 1,205.40 vs 1,295.10 | Mann–Whitney U | 0.733 | ns |
在 α = 0.05 的显著性水平下，没有任何亚组对比达到显著；绩效的主要区分因素在于卖家层面的转化能力，而非计划批次或产品类别。作者计算。
Table VII: 灵敏度 分析 Excluding Leading Sellers
| 场景 | December GMV retained (RM) | % of original | 活动 sellers remaining |
|---|---|---|---|
| 完整 sample | 1,705,942.05 | 100.0 | 55 |
| Exclude top 1 | 1,516,424.11 | 88.9 | 54 |
| Exclude top 5 | 1,116,424.19 | 65.4 | 50 |
| Exclude top 10 | 812,389.94 | 47.6 | 45 |
剔除前十大卖家后，12月的GMV减少超过一半，证实计划层面的成功是由一小部分杰出群体推动的，而非广泛的参与激活所致。作者计算。
The descriptive, concentration, segmentation, subgroup and sensitivity results together answer the three research questions. RQ1 (distribution): GMV was severely right-skewed, with a median of RM1,284.50 against a mean of RM21,324.03. RQ2 (associated indicators): short-video and livestream channels dominated value capture, but monthly component–total correlations are exploratory given seven 观测 and a part–whole structure. RQ3 (concentration implication): a Gini of 0.71 and a top-10 share of 52.4% show that inclusive 设计 must target the 25 zero-GMV and 14 low-performing sellers directly.
图表
五张分析图表（阿拉伯数字编号，遵循Emerald研究期刊标准）。单击任意图表即可缩放和平移。
5. Discussion
数字化 access versus effective market participation. RM 620 万的累计成果证实 AMTTSE 创造了总体价值，但卖家层面的分布表明，准入并未为每个人转化为实际的参与。在80家企业中有25家在12月录得零GMV的情况下，正式的注册规模显然高估了有效的商业激活情况。
性能 concentration. 基尼系数约为0.71、前十名占比达52.4%，表明表面上的成功掩盖了显著的异质性。敏感性分析（表VII）显示，剔除前十大卖家后，12月的GMV减少超过一半——该计划所衡量的成功主要由一小部分杰出群体支撑，而非广泛的整体改善。
平台 channel complementarity. Short video (44.6%) and livestream (35.4%) dominated value capture. These are treated as complementary conversion mechanisms, not as independent causal predictors: because channel values are components of total sales, their mechanical correlation with the total is expected and is reported only as exploratory evidence (seven monthly 观测, part–whole structure).
Agribusiness-specific constraints. 易腐性、履约纪律、产品标准化、食品安全以及农村互联程度，将决定哪些卖家能够将关注转化为复购订单。亚组分析（表VI）显示，按批次、产品类型或PWD归属划分均无显著差异——切实的制约因素在于卖家层面的转化能力，而非计划安排。
Emerging-economy context. 马来西亚's experience is transferable where public agencies use platform partnerships for agribusiness development, but the inclusion gap is a 设计 problem: participation-based KPI reward enrolment while concealing inactive sellers.
6. Theoretical and 7. 政策 and Managerial Implications
Theoretical. The study distinguishes digital access, platform participation, conversion capability and realised commercial value as separable constructs. The Capability 转化 perspective explains why equal access yields unequal outcomes without inferring unmeasured psychological traits. This contributes a measurable framework for digital agribusiness inequality.
政策. Public agencies should shift from participation-based KPI to 激活-seller rates, median seller performance, conversion rates, seller retention, inclusion measures, subgroup outcomes and concentration-adjusted performance. 高 performers need scaling and inventory readiness; moderate performers need conversion coaching; inactive sellers need diagnostic assessment before further training.
Managerial. Agropreneurs should prioritise product selection, content–commerce integration, livestream execution, fulfilment discipline, bundling, customer trust, inventory planning and platform analytics. 内容 quality and conversion strategy matter more than content volume alone.
8. 局限性 and Future 研究
The study uses secondary administrative data without a control group, pre-intervention seller-level performance or behavioural variables such as livestream duration, video views, conversion rates and repeat purchases. The seven monthly 观测 限制 causal inference, and concentration among leading sellers constrains generalisability beyond 马来西亚. Future research should collect seller-level monthly GMV, pre/post-intervention sales, training-attendance and mentoring-intensity data, and pair quantitative analysis with purposive interviews across high-, moderate-, low- and zero-performing sellers to explain why equal access produced unequal outcomes.
9. Conclusion
AMTTSE 干预带来了可衡量的总体农业综合企业成果，但对研究问题的回答是明确无误的：数字准入被不均衡地转化为价值。0.71的基尼系数、52.4%的前十GMV占比以及25家零GMV卖家表明，计划层面的成功与包容性成功是截然不同的成就。一个站得住脚的新兴经济体启示是：公共—平台型社交商务计划必须面向转化与包容而设计，而非仅仅面向准入。
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Prior-publication disclosure. An earlier article (Abd Razzif et al., 2026, JIBE, doi: 10.24191/jibe.v11i1.11085) reported a general evaluation of the same AMTTSE programme. The present JADEE submission uses overlapping dataset elements (80 companies, channel totals, monthly performance) but addresses a materially different research problem — performance inequality rather than programme effectiveness — through a differentiated seller-level unit of analysis, 新 concentration analysis (Gini, Lorenz, segmentation, sensitivity) and a Capability 转化 framework. 表格 I, II, III, IV and VII and 图表 1–5 are entirely 新; 表格 V–VI reuse disclosed aggregate elements with 新 analytical framing. This statement is provided transparently to the JADEE editor.
AI-assistance disclosure. 生成式 AI was used to copy-edit, structure and format the authors’ original analysis in compliance with Emerald’s AI policy; it was not used to fabricate data, references or manuscript content. 人类 authors retain full responsibility for the substantive scholarly decisions.