Website quality and profitability evaluation in ecommerce firms using two-stage DEA model

Zhuo Fan Yang, Yong Shi, Bo Wang, Hong Yan

Research output: Journal article publicationConference articleAcademic researchpeer-review

17 Citations (Scopus)


This paper decomposes ecommerce business process into website quality and profitability and measures the efficiency in each sub-stage and the whole process. By comparing with efficiency scores in CCR, BCC and Kao and Hwang (KH) (2008) model, this paper finds that CCR and BCC model overvalues efficiency scores in contrast to KH model, which also implicitly reveals the poor coordination among business processes. From a single sub-process, it is more critical to improve website quality than profitability based on either sub-stage efficiency scores or return to scale analysis, while the profitability plays a more important role in the whole stage. This paper thus gives managerial insight on resizing its scale and optimizing resource allocation.
Original languageEnglish
Pages (from-to)4-13
Number of pages10
JournalProcedia Computer Science
Publication statusPublished - 1 Jan 2014
Event1st International Conference on Data Science, ICDS 2014 - Beijing, China
Duration: 27 May 201428 May 2014


  • Data envelopment analysis
  • Ecommerce
  • Two-stage DEA model
  • Website quality

ASJC Scopus subject areas

  • Computer Science(all)


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