원문정보
초록
영어
The current third-party network service in B2C business is not perfect in China, rural tourism enterprises frequent change the third-party platform because the cooperation risk. The rural tourism industry is developing fast; however, most tourism enterprises are not clear whether third-party network platform will increase the economic and social value by cooperation. Also, the third-party platform is not effective to improve the business level, and do not know how to improve the service quality. Therefore, the third-party platform should pay more attention to the service quality and perceived value, grasp the collaborative operation of cognition, improve the cooperation performance by increasing relationship quality, and promote to establish a solid and long-term cooperation relationship.
목차
1. Introduction
2. Literature Review
2.1 E-commerce and Third Party Platform
2.2 Perceptive Value in Cooperation
3. Data Collection and Model Design
3.1 Questionnaire Design
3.2 Variable Description
3.3 Descriptive Analysis of Data
4. Empirical Analysis
4.1 Validity Analysis of Cooperation Performance
4.2 Confirmatory Factor Analysis
4.3 Convergent Validity Inspection
4.4 Regression Analysis on Cooperative Performance Model
5. Conclusions
Acknowledgements
References