Research On The Influence Mechanism Of The Cooperation Performance Between B2C E-commerce And Third Party Logistics

Business to customer e-commerce has become the mainstream of online shopping in China. But the logistics function still prevent B2C e-commerce from moving forward. To improve logistics service, most B2C e-commerces in China have to cooperate with third party logistics, which is effective to increase the efficiency of logistics distribution, to expand the scope of distribution and to decrease the cost at the same time concentrating their resources on these areas where they have core competitivenesses. The situations of cooperation between B2C e-commerce and third party logistics are not satisfied and the cooperative performances also fail to meet expectations. There are three reasons why these problems related to cooperation will happen to. First, the both parties are lack of cooperation experiences. Second, B2C e-commerce enterprises have no idea about the influence mechanism of cooperation with third party logistics. Third, both parties have not paid enough attention to their cooperation relationship.This thesis proposes the research topic of "Research on the influence mechanism of cooperation performance between B2C e-commerce and third party logistics" Through widely referencing overseas and domestic research literatures, the theoretical basis of this thesis includes resource-based theory, core competence theory and relationship marketing theory. This thesis deeply analyzes these key variables such as relationship understanding, relationship quality, cooperation performance and external environment. Then a theoretical model is constructed and in which the relationship understanding is independent variable, relationship quality is mediator variable, cooperation performance is dependent variable and external environment is moderator variable. Relationship understanding includes cultural compatibility, purpose correlation and resource complementary. Cooperation performance consists of direct performance and indirect performance. Relationship quality includes trust, communication, commitment, adaption and cooperation. There are two elements for external environment including market character and transaction character. The first step of this research is to interview experts and complete a pilot test for a perfect survey questionnaire. Then this thesis analyzes100effective questionnaires and gets the following conclusions:(1) Relationship quality has significant influences on both the direct performance and the indirect performance;(2) The three different elements of relationship understanding have significant influences on the relationship quality;(3) Relationship quality has a partial mediator function on the relationship between the cultural compatibility and the direct performance, and a complete mediator function on the relationship between the cultural compatibility and the indirect performance;(4) Relationship quality has complete mediator functions on the relationships between the purpose correlation and the direct and the indirect performance;(5) Relationship quality has complete mediator functions on the relationships between the resource complementary and the direct and the indirect performance;(6) External environment has moderator functions on the relationships between relationship quality and the three elements of relationship understanding.Finally this thesis explains and discusses the result of hypothesis testing and summarizes the conclusions. In the end, this thesis discusses the limitations and the implications for future researches.