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Our study is based on 20 direct stores of E-Life Mall in Kaohsiung City, Taiwan. After having interviews with 5 store managers of E-Life Mall, we come up with 3 input and 3 output efficiency indices, and apply Data Envelopment Analysis (DEA) to evaluate the performance efficiency of individual store, we also make use of Tobit regression analysis to investigate the effect of all input and output variables on Global Technical Efficiency (TE), Pure Technical Efficiency (PTE), and Scale Efficiency (SE) obtained by DEA. According to the result of our analysis, the improvement rate of store space is largest among on all input and output vables. On the other hand, in output efficiency, refrigerator turnover and each input factor has significant influence on TE, PTE, and SE.