電子商務是目前全球買賣交易的趨勢，透過網際網路的交易可以有效解決過去傳統經營模式的缺陷，消費者不再受到廠商經營時間的影響，一周七天且一天24小時都可以在網路上購買商品，且對於廠商而言，架設網路賣場可以減少店租成本，甚至不再需要過多的員工，進而最小化人事成本，因此對於廠商與消費者來說，雙方都能透過電子商務獲得好處，可以說是一種雙贏。
然而針對廠商的角度，既然電子商務是未來的網路銷售主流管道，如何規劃經營模式才能為廠商帶來最大的效用與獲利能力便是本研究的主要內容，而本文將針對銷售管道、商品別、物流等層面討論經營模式對獲利狀況的影響程度，並且額外針對各種商品分別討論最適合的銷售模式。
本研究的資料來源出自於學術調查研究資料庫(Survey Research Data Archive, SRDA)，是經濟部商業司調查之「國內B2C網路商店經營調查」，使用年份為2014年與2015年，因此在本研究進行分析前，須先整理兩年份的問卷資料，並且重新編排問卷內容，從中找出研究的應變數與自變數，以利於後續研究進行，而研究方法則使用多項式常態機率模型(Multinomial Probit Model, MNP)，分別探討損益兩平與已開始獲利相對於損失兩種情況下的結果，從中推斷出最適合廠商的經營模式。研究結果顯示廠商成立的時間愈長、平台知名度及貨品提供給購物網站的網站種類數對廠商獲利具有正面的影響。

SUMMARY
Electronic commerce (E-commerce, EC), which means the activity of buying or selling of products by internet, is the trend of global transactions nowadays. Internet transactions can effectively solve the shortcomings of the traditional business model. For example, consumers can purchase goods by internet at any time without the limitation of the business service hour. Firms not only can reduce the cost of rents but also minimize the demand for employees. Both firms and consumers can benefit from electronic commerce. The present research focus on analyzing the determinants for profitability of B2C business market, a type of e-commerce,under different types of commodities.
Data source of the study is from the Survey Research Data Archive (SRDA). The questionnaire which named “Domestic B2C Online Store Management Survey” is conducted by Department of Commerce, MOEA. The study used the 2014 and 2015 survey. Utilizing Multinomial Probit Model (MNP), the research explores the determinants for profitability of the “break even” and the “profit making” status relative to “loss”, respectively. Results indicate that the longer the firm is established, the reputation of the shopping platform, and the number of being suppliers of shopping websites have positive effects on profitability. Besides, the business model will affect the profitability under different commodities.

Key words：Electronic commerce, B2C, Multinomial Probit Model, Business model

INTRODUCTION
In the mid-1990s, the internet boomed around the world. The internet changes the world used to be. And more and more people start to use the internet. Research from Taiwan Network Information Center (TWNIC) found that there are 82% Taiwanese population using the internet. It means that the internet has been a part of our life. There are several functions of the internet which include shopping, study, and even friends making. We can satisfy the needs of life by the internet. The rapid development of technology has created more desires for human beings. And technology creates closer inventions to life.
Specifically, electronic commerce is the trend of global transactions nowadays. According to International Standard Industrial Classification of All Economic Activities (ISIC) from the United Nations, it implies that the definition of electronic commerce is the production units transfers the ownership of the goods or service through the internet. A lot of research discusses the definition, application of electronic commerce and even the operational performance of electronic commerce model. They try to analyze the topic of electronic commerce more deeply. This research will focus on analyzing the determinants for profitability of B2C businessmarket , a type of e-commerce, under different types of commodities in Taiwan.
MATERIALS AND METHODS
The study used the 2014 and 2015 “Domestic B2C Online Store Management Survey” which is conducted by Department of Commerce, MOEA. The data source of the study is released by the Survey Research Data Archive (SRDA). Utilizing Multinomial Probit Model (MNP), the research explores the determinants for profitability of B2C business market under different types of commodities of the “break even” and the “profit making” status relative to “loss”, respectively. Regarding the independent variables, the analysis focus on several items include sales pipeline, platform, payment and shipment methods, discount and marketing strategies, and the firms’ and consumers’ background such as the years of establishment of the firm and consumer gender etc.
RESULTS AND DISCUSSION
The empirical results show that the different commodities do have different determinants for profitability under different business models. In general, the longer the firm is established, the more profitable it will be. Besides, the reputation of the shopping platform such as Yahoo! Auctions, and the number of being suppliers of shopping websites have positive effects on profitability. But the basic information of consumers does not have significantly positive or negative effect on profitability.
However, there are some limitations in process of the analysis. First, the sample size may not be enough to conduct the research in analyzing the determinants for profitability for some specific commodities. Second, the survey only contains the years of 2014 and 2015 and the survey questions are limited to the questionnaire which make the present research can’t do further analysis. For example, the firm’s capital amount is not included in the analysis. Lacks of key information of firm may limit the findings of this study. Hopefully, the questionnaire can provide detailed information such as the firms’ capital amount, the operating status and financial arrangements between the parent company and the subsidiary. Therefore, it can try to include more detailed company information in future research.
CONCLUSION
Electronic commerce is the product of the development of the internet. Electronic commerce can't be considered as an advancement of technology, but can be considered as an electronic and a digitalization change to life. Indeed, electronic commerce can effectively solve the shortcomings of the traditional business such as the business hours. The availability of apps and mobile phone definitely brings more profitability potentials for electronic commerce. Issues of electronic commerce must be a growing topic to explore in the future.

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