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

机译：影响平台型电子商务茶农营销性能的关键因素研究 - 基于资源与能力

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摘要

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.
机译：为了确定资源禀赋和电子商务创业能力对电子商务营销表现的资源禀赋和电子商务创业能力的影响，本文采用了结构方程模型根据229茶农的调查数据测试结果。结果表明，基于平台的业务模式服务系统对资源禀赋和电子商务创业能力具有显着的积极影响。电子商务创业能力对茶农电子商务营销的生存业绩和发展绩效具有显着的积极影响。但资源禀赋对茶农电子商务营销的生存业绩和发展绩效没有重大影响。在目前的学术界中，影响了影响茶农营销业绩的电子商务的因素的结果很少。本研究有助于丰富本领域的理论研究，为决策部门提供更可靠的决策参考。

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