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466线上销售是企业利用互联网进行商业模式创新的重要举措，不仅改变了企业运营方式，而且对企业经营行为、交易分配、信息传递等方面产生重大影响。伴随着绿色发展的时代变局，线上销售对企业绿色创新水平影响如何？既有研究并没有系统地回应。基于此，本文基于中国A股上市企业通过第三方平台线上销售的独特数据，系统地考察了线上销售对企业绿色创新的影响及其作用机制。研究表明，相较于未采用线上销售模式的企业，采用线上销售模式的企业绿色创新水平更高，且企业绿色创新水平随线上销售占比增加而显著提升；区分绿色创新类型发现，线上销售显著提高了企业策略性绿色创新数量和质量，但对企业实质性绿色创新数量和质量的影响有限。进一步研究发现，吸引媒体关注和分析师关注是线上销售提升企业绿色创新水平的两个重要路径；且线上销售显著提升企业绿色创新水平的这一现象在低碳风险行业、规模大的企业、女性董事比例高，以及广告宣传费占比低的企业中更为明显。本研究不仅丰富了企业绿色创新影响因素方面的研究文献，而且拓展了线上销售经济后果方面的文献，其结论对于理解和认识第三方平台线上销售数据等另类数据在可持续发展中发挥的作用和有效性具有重要的启示意义。
线上销售与企业绿色创新：外化于形抑或内化于心？
摘要
参考文献
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引用本文
程博, 宗昀晗, 熊婷. 线上销售与企业绿色创新：外化于形抑或内化于心？[J]. 外国经济与管理, 2025, 47(4): 98-114.
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