Efficiency and Its Influencing Factors Analysis of E-commerce based on DEA and Tobit Model

The paper uses DEA model to evaluate the technical efficiency, scale efficiency and pure technical efficiency of 60 e-commerce enterprises listed in China during the period of 2013 to 2016. Furthermore, the influencing factors of efficiency of e-commerce are analyzed by using panel data based on Tobit regression model. The results of DEA model show that the e-commerce efficiency is lower and the resource allocation of e-commerce is not optimal. The trend of efficiency value is shaped "S", and there are two obvious inflection points in trend lines. The results of Tobit regression model show that the firm size, asset turnover, shareholding ratio of maximum shareholder, market concentration and gross merchandise volume have a statistically positive relation with e-commerce efficiency.