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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' ecommerce 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 ecommerce. This study helps to enrich the theory research results in this field and provide more reliable decision reference for the decision-making departments. Keywords—Platform-type e-commerce; Marketing performance; Tea; Structural equation model

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