The impact of place-of-origin on price premium for agricultural products in the online marketplace has received limited attention in the existing literature. This study draws from the elaboration likelihood model and investigates whether place-of-origin affects price premium. Moreover, this study explores how other cues [seller’s reputation, positive word-of-mouth (WOM) volume, and WOM valence] moderate the relationship between place-of-origin and price premium for agricultural products in the online marketplace. The result of the empirical study reveals that place-of-origin indeed has a significant and positive impact on price premium. Furthermore, the study finds a negative interactive effect between place-of-origin and other cues (seller’s reputation, positive WOM volume, and WOM valence) on the price premium for agricultural products in an e-commerce setting. The results highlight the importance of place-of-origin in the competitive online market and have implications both for academic research and for online retailing practice.

在现有文献中，产地对在线市场上农产品价格溢价的影响受到了有限的关注。这项研究来自拟订可能性模型，并研究了产地是否影响价格溢价。此外，本研究还探讨了其他线索[卖方的声誉，积极的口碑（WOM）数量和WOM价]如何缓和在线市场上农产品的产地与价格溢价之间的关系。实证研究的结果表明，产地确实对价格溢价产生了重大而积极的影响。此外，研究发现，原产地与其他线索之间存在负面的互动影响（卖方的声誉，积极的WOM数量，和WOM价）在电子商务环境下农产品的价格溢价。结果突出了产地在竞争激烈的在线市场中的重要性，对学术研究和在线零售实践均具有影响。