Analysis of the Operating Efficiency and Influencing Factors of E－commerce Companies in China: Based on DEA－Tobit Regression Model

[Purpose]This study measured the operating efficiency and analyzed the environmental factors affecting operational efficiency by using 42 listed e－commerce companies in China. The purpose is to evaluate the efficiency of e－commerce operations and improve the efficiency of e－commerce operations. [Methodology]This study used the SBM－DEA model to determine the operating efficiency of 42 listed e－commerce companies. The 2－stage DEA model used the Tobit regression model for regression analysis. [Findings]The average technical efficiency of listed e－commerce companies is 0.518, indicating that there is room for improvement in efficiency. Overall, e－commerce companies have problems with excessive investment or lack of output. In addition, total asset turnover, net profit and brand value perception are important factors in operational efficiency. [Implications]In order to pursue management efficiency, e－commerce enterprises need to continuously improve their technology and management level, optimize management resource allocation, and continuously improve technical efficiency.