本研究利用中研院人社中心所開放的經濟部實施的問卷，其蒐集2014年台灣兩百多家純網路電商的資料，以探討影響電商使用平台經營績效優劣的重大因素。研究對象屬於純粹網路開店沒實體店面的企業，為座落於台灣北部的微型企業和中小型企業居大多數。概化線性模型分析(GLM) 和變異數分析用來檢定統計分析模型。分析結果發現─對營收績效而言，達到顯著性的預測因素有：企業成立年資、網路商店員工的人數、網路銷售平台種類和行銷策略。年營收與資本額、金流服務、銷售日常生活用品無關。擁有電子商務經驗的較長久的電商，有助於提升年營收。在平台經濟下，電子商務的競爭使得網路商店員工成為賦有競爭優勢的人力資源，網路商店擁有6名員工以上的電商企業，較能立於不敗之地。僅使用一種網路銷售平台，網路商店僅有1-2人的員工，以及不能投入3種以上行銷策略的電商，將不可能達成優良的營收績效。

This study is aimed at exploring the important factors predicting the profit of SME who participate the B2C platforms. The data was drawn from the open data which the survey was conducted in 2014 by Minister of Economy. Among 232 e-commerce enterprises in this research, most are SME, located at Northern Taiwan. The generalized linear models and multivariate analysis were conducted. It was found that enterprises’ seniority, the variety of the e-commerce platforms, the number of employees working for e-commerce, and the devotion of marketing can significantly predict the annual revenue. Capital of the enterprises and offering of multiple payment methods, sales of the necessities of life as major products are not related to the revenue. Participation of one platform, run with less than five employees and fewer efforts in marketing will lead to the miserable business outcome for the ecommerce enterprises.