Proceedings of the 2017 International Conference on Education Science and Economic Management (ICESEM 2017)

Study on the Key Factors affecting Tea Farmers' Marketing Performance of Platform-type E-commerce: Based on the View of Resources and Capability

Authors
Zuwu Chen, Jiangfan Yang
Corresponding Author
Zuwu Chen
Available Online October 2017.
DOI
https://doi.org/10.2991/icesem-17.2017.142How to use a DOI?
Keywords
Platform-type e-commerce; Marketing performance; Tea; Structural equation model
Abstract
In order to identify the effect of resource endowment and E-commerce entrepreneurship capability on tea growers' marketing performance of e-commerce, this paper uses the structural equation model to test the results based on the survey data of 229 tea farmers. The results show that the platform based business model service system has a significant positive impact on resource endowment and E-commerce entrepreneurship capability. E-commerce entrepreneurship capability has a significant positive impact on the survival performance and development performance of tea farmers' e-commerce marketing. But resource endowment has no significant impact on the survival performance and development performance of tea farmers' e-commerce marketing. In the current academic circles, there are very few results about the factors affecting tea farmers' marketing performance of e-commerce. This study helps to enrich the theory research results in this field and provide more reliable decision reference for the decision-making departments.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Zuwu Chen
AU  - Jiangfan Yang
PY  - 2017/10
DA  - 2017/10
TI  - Study on the Key Factors affecting Tea Farmers' Marketing Performance of Platform-type E-commerce: Based on the View of Resources and Capability
BT  - Proceedings of the 2017 International Conference on Education Science and Economic Management (ICESEM 2017)
PB  - Atlantis Press
SP  - 625
EP  - 629
SN  - 2352-5398
UR  - https://doi.org/10.2991/icesem-17.2017.142
DO  - https://doi.org/10.2991/icesem-17.2017.142
ID  - Chen2017/10
ER  -