Strategic 社会 电商 Capability and 营收 性能 Among Malaysian Agropreneurs
An 机构 编排 Perspective on the Agromarketing Masterclass TikTok 商店 Edition
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
从已发表的 JIBE 文章重新定位的全新 AJoBSS 稿件。理论框架：战略社交电商能力、机构统筹与政府主导的数字转型。包含 6 个表格、3 幅图、51 条 APA 参考文献与 5 条必引用的 AJoBSS 文献。
Abstract
Governments across emerging economies are investing heavily in social commerce training, yet scholarly understanding of how such interventions build strategic capability and translate into measurable revenue remains limited. 本研究探讨 the Agromarketing Masterclass TikTok 商店 Edition through the lens of strategic social commerce capability and institutional orchestration, using official archival records covering 80 companies, 160 entrepreneurs and seven programme months from June to December 2024.
该项目累计销售额达 RM6,205,957.06，投资回报率约为 1:30.64。短视频与直播渠道贡献了大部分变现收入，而单纯的内容数量并非一致的销售预测指标。前十名卖家贡献了总商品交易总额的 26.4%，另有 25 个卖家销售额为零。本文将该公共部门社交电商干预重新定位为战略能力发展问题，而非项目成果审计。
关键词: 战略社交电商能力；机构统筹；农业创业者营收表现；政府主导的数字转型；中小企业竞争力
简介
Competitive advantage now depends on the capacity to orchestrate digital customer journeys across social platforms. For 中小企业, social commerce lowers entry barriers but raises capability requirements in content production, audience engagement, offer 设计 and performance analytics.
The Agromarketing Masterclass TikTok 商店 Edition, implemented by the Federal Agricultural 营销 权威性, provides a valuable empirical setting because it links institutional support with observable sales records. Mohd Noor and Afief El Ashfahany (2025) confirm that institutional framework influences young entrepreneurs' digital business performance in 马来西亚, yet no prior AJoBSS study has examined a government social commerce intervention using official sales archives.
研究 gap: 有限 evidence connects institutional orchestration, strategic social commerce capability and revenue performance using administrative sales data. Objectives: 考察营收结构，分析变现渠道指标，评估卖家集中度，并就马来西亚农业创业者的能力提出机构统筹层面的解释。
Theory & Conceptual 框架
RBV + 动态 能力 + 机构 Theory + TOE 框架 → Strategic 社会 电商 Capability (SSCC)
Strategic social commerce capability is defined as the integrated ability to 设计, execute and adapt monetisation-oriented social commerce activities across content, engagement and transaction pathways. 转化 intensity mediates the relationship between capability and revenue performance. 机构 orchestration by FAMA moderates the capability–conversion link.
Hypotheses: H1 SSCC positively associated with conversion intensity. H2 转化 intensity positively associated with revenue performance. H3 Monetised channel activity more strongly associated with revenue than content volume. H4 机构 orchestration strengthens the SSCC–conversion relationship. H5 营收 concentrated among high-conversion sellers. H6 Inclusion depends on capability access, not participation alone.
Methodology
Post-positivist quantitative archival 设计 using the official Projek Perintis 报告 (December 2024). Dataset: 80 companies, 160 entrepreneurs, 425 SKUs, June–December 2024. Analytical procedures: descriptive statistics, channel decomposition, geographic distribution, seller concentration analysis and Pearson correlation (n = 7 months). Ethics approval not required secondary official data without personal identifiers.
Findings
通过战略社交电商能力重新解读——而非项目评估。
Table 1: Programme Profile
| Indicator | 价值 |
|---|---|
| Participating companies | 80 |
| Participating entrepreneurs | 160 |
| 库存 keeping units marketed | 425 |
| PWD-owned companies | 13 |
| Cumulative sales (Jun–Dec 2024) | RM6,205,957.06 |
| Return on investment | 1:30.64 |
来源: Projek Perintis 报告 (December 2024).
Table 2: 销售 by 渠道
| 渠道 | 销售 (RM) | 分享 (%) |
|---|---|---|
| Short video | 2,766,229.44 | 44.6 |
| Livestream | 2,199,951.99 | 35.4 |
| 商店 tab / others | 1,112,755.54 | 17.9 |
| Profile / window | 127,020.07 | 2.0 |
| 总计 | 6,205,957.06 | 100.0 |
Table 3: Geographic 分销
| 状态 | Companies | 分享 (%) |
|---|---|---|
| 雪兰莪 | 33 | 41.3 |
| 霹雳 | 8 | 10.0 |
| 吉兰丹 | 8 | 10.0 |
| Kuala Lumpur | 6 | 7.5 |
| 森美兰 | 5 | 6.3 |
| Johor / 登嘉楼 | 4 each | 5.0 |
| 总计 | 80 | 100.0 |
表 4：按 GMV 排名的前十卖家
| 排序 | 商店 名称 | GMV (RM) |
|---|---|---|
| 1 | Chef Ustazah HQ | 689,517.94 |
| 2 | kerepek azharfood | 533,945.85 |
| 3 | Munif Cocoa @ Koko Spread Sedap | 173,804.07 |
| 4 | DASTO HQ | 107,254.26 |
| 5 | Dapur Pak Amir | 39,562.30 |
| 6–10 | Baja Taiping、Ayamhalalbismi、RIZQ MART、Corndog Anak Ramai HQ、agromasmalaysia | 93,405.80 |
前十＝总销售额的 26.4%。55 个卖家 GMV 为正；25 个卖家 GMV 为零。
Table 5: Pearson 关联分析 (n = 7)
| Indicator | r | p | Sig. |
|---|---|---|---|
| Short-video sales | .997 | <.0001 | ** |
| Livestream sales | .989 | <.0001 | ** |
| Orders | .977 | .0002 | ** |
| 产品 sold | .930 | .0024 | ** |
| Short-video content volume | .414 | .3556 | ns |
| 总计 content volume | .538 | .2133 | ns |
变现渠道相关性显著；内容数量则无关。支持假设 H3。
Contributions
Theoretical: Extends RBV by distinguishing exposure resources from conversion resources. Advances institutional theory by positioning FAMA as an orchestrator of platform-based revenue 系统. Introduces conversion intensity as a programme-level mediator.
Practical: FAMA should segment sellers (high/moderate/inactive), deploy conversion clinics and track activation rates. TikTok 商店 partnerships should support merchant conversion 工作流. Policymakers should judge programmes by monetisation and inclusion outcomes, not attendance.
社会: 项目涵盖来自 14 个州及 13 家残障人士所有企业的创业者。包容性必须以变现准入来衡量，而不仅仅是参与人数。支持面向农村与农业社区基于能力的数字包容政策。
AJoBSS citations integrated: Mohd Noor & Afief El Ashfahany (2025) literature review gap; Mohd Yunos et al. (2025) theory development; Lasmini et al. (2025) discussion comparison; plus Yahaya (2025) and Amran et al. (2025).
Conclusion
The Agromarketing Masterclass TikTok 商店 Edition should be understood as a strategic social commerce capability intervention, not a simple training audit. 营收 was driven by monetised channels and accumulated over time, but seller concentration reveals uneven capability distribution. Future research should incorporate seller-level longitudinal analytics, profit measures and experimental programme designs.
下载
可按投稿稿件——51 条 APA 参考文献、6 个表格、3 幅图、伦理／作者／致谢部分。已使用官方 AJoBSS 模板排版。
下载 DOCX已发布 JIBE article empirical dataset source only. The AJoBSS manuscript uses entirely 新 framing, theory and scholarly contribution.
下载 PDF官方期刊模板：Template of Article_AJoBSS_new.docx
下载 Template完整 manuscript text in markdown for review and editing.
查看 Markdown
