Research On The Efficiency Evaluation And Influence Factors Of O2O E-commerce Website Based On DEA

With the increasing combination and development of Internet and life service, the business model of O2 O is rapidly developing, but not perfect. If the design of O2 O website is reasonable, how the efficiency is and what its influencing factors are that are worth of study and improvement.First of all, this paper researches the past Chinese and foreign literature to analyze the current situation of O2 O e-commerce and summarize the research methods and conclusions of e-commerce site efficiency. Then, this paper constructs a set of more complete efficiency evaluation model of O2 O website based on data envelopment analysis(DEA). Constructing the evaluation index system of O2 O website, Selecting 21 O2 O e-commerce website as the research sample from the 9 areas of tourism, catering, housekeeping, child, wedding, car, education, real-estate and integration, using the DEA to evaluate the efficiency of O2 O e-commerce website, this paper obtains the efficiency status of O2 O e-commerce website and the stability of the relative effective website and puts forward some suggestions on optimizing the relative non effective O2 O website according to the direction of the input and output factors. The results show that 52.38% of the 21 O2 O e-commerce site are not effective. O2 O website efficiency is low, and the polarization is more serious. Input redundancy and output deficiency rate is high. Wedding and housekeeping website remain less active stability than other types of O2 O website.Secondly, this paper builds the index system of influencing O2 O e-commerce efficiency using literature research and De Feier method, then, analyzes the relationship between the 10 influencing factors using interpretative structural modeling method.Finally, the paper adopts the case analysis method to analyze the efficiency and the influencing factors of the web site of Meituanto, which provides reference for O2 O Enterprises.In short, the paper evaluates the efficiency of O2 O e-commerce website based on the DEA, builds the interpretative structural modeling analysis of the influencing factors and further verifies the results of the article through the case analysis.