In this paper, the DEA-tobit model was used to calculate the efficiency of e-commerce management and its influencing factors in tea enterprises. The study showed that the averagely comprehensive efficiency of tea e-business was 51.8% in present China, with about 48.2% promotion space. The enterprise results showed that the private groups, repurchase rates, sale promotion methods, extension ways inside and outside the platforms, and enterprises’ brand awareness had positive effects on the e-business of tea enterprises, but the number of e-commerce platforms in one company had a negative impact on the efficiency. The insignificant influences also included hot market commodities, price level, circulation channel numbers, market promotion activities and so on.
LIN Mengxing
,
CHEN Fuqiao
,
DU Pei
,
JIANG Aiqing
,
JIANG Renhua
. Efficiency Analysis of E-commerce Management and Its Influencing Factors in Tea Enterprises[J]. Journal of Tea Science, 2018
, 38(5)
: 461
-468
.
DOI: 10.13305/j.cnki.jts.2018.05.003
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