ANALYSIS ON MARKET SENTIMENT REGULATION OF DYNAMIC EVOLUTION MECHANISM OF SMART AGRICULTURAL BUSINESS MODEL — TAKING JINGDONG FARM AS AN EXAMPLE
Authors: Zhang Jia , Yu Jingjing , Zeng Yuting 
Published: July 2022

Abstract

Background
There are many studies on business model innovation and evolution in academia, but there are few studies on the specific process of business model evolution and relevant elements of business model innovation under a specific background. It is not clear how to realize the development mechanism of digital agriculture, especially in the context of intelligent agriculture. Combined with the existing literature, this paper believes that the evolution of business model begins with external and internal driving forces, and is divided into different stages according to the changes of the constituent elements of the existing business model. On this basis, the evolution mechanism of smart agriculture business model and its impact on customer emotion regulation are discussed.

Research Objects and Methods
Using the method of case study, this paper analyzes the market psychology in the development of “Jingdong farm” intelligent agricultural business model. The study found that its development has experienced three stages: preliminary exploration, brand construction and farm construction. This paper makes a psychological analysis from four aspects: value proposition, value creation, value creation and value creation. The value transfer and value acquisition in each stage are carried out in turn. In order to verify the impact of the algorithm on customer emotion, this study uses the self-efficacy scale and the abbreviated teacher self-efficacy scale compiled by Tschannen, Moran and Hoy. The scale has 12 items, including three dimensions: teaching strategy efficiency, student incentive efficiency and class management efficiency. Using Likert's 9-point evaluation method, it gives 1-9 points respectively from “completely unable” to “fully able”. The ol coefficients of each dimension of the original scale were 0.86, 0.81 and 0.86 respectively. In this study, the only coefficients of the three dimensions are 0.84, 0.83 and 0.81 respectively.

Results
The results show that: first, the value proposition of smart agriculture has changed from bilateral to multilateral, aiming to integrate multilateral resources and provide consumers with better products and services; Second, take “Circulation” as the center and expand to the whole industry chain management mode centered on “production”, “Circulation” and “sales”; Third, intelligent agriculture breaks through the original value boundary and realizes value appreciation by improving agricultural production efficiency and consumers' ability to meet their own value.

Conclusion
Most of the existing studies solve the production problems of agricultural industry from the perspective of digital technology, and pay less attention to the evolution mechanism of agricultural industry business model. Any technological innovation will inevitably lead to the change of its business model. For example, the birth of Internet technology has changed the traditional business model. The evolution of business model is not a one-time process, but a gradual process of constantly adjusting its own business logic. Therefore, combined with the business model theory, this paper discusses the mechanism of the evolution from traditional agriculture to intelligent agriculture. In view of this, this paper attempts to take Jingdong farm as a typical case, take its development process as a clue, answer the dynamic evolution mechanism of smart agriculture, and then put forward the overall framework of the transformation and upgrading from traditional agriculture to smart agriculture.

Acknowledgement
This study was supported by Science and Technology Research Project of Hubei Provincial Department of Education (Q20191311); Philosophy and Social Science Youth Project of Hubei Provincial Department of Education (20Q033); 2020 Open Project of Yangtze River Economic Belt Development Research Institute (Cjjj-202006); Jingzhou Science and Technology Plan Project (2020CB21-32).