To be specific, 3 DMUs achieve full efficiency in the first stage. Namely, only 12% websites in this sample present the optimal resource allocation in website quality, they are respectively 300295.SZ (www.house365.com), 4965.TWO (www.pcstore.com.tw) and 002095.SZ (corp.netsun.com). However, these efficient DMUs in website quality do not achieve full efficiency in profitability. On the contrary, they have lower or poor efficiency scores in the second stage (profitability). It implicitly shows for these DMUs, it is profitability to cause technical inefficiency in the whole stage.