碩士 中原大學 國際貿易研究所 98 Abstract This study building on the resource-based view compares the financial performance of three different types of firms: click-and-brick(CB),traditional brick-and-mortar(BM),and pure-click (PC) firms. I select twenty-four Taiwan famous firms from each type and examine their financial performance using profitability and cost ratio analysis for the period from 2004 to 2009.This study assumes CB having higher profitability and lower cost ratio than BM and PC firms from the resource-based view. First the results show CB firms have higher profitability performance than other types of firms. Furthermore the cost structures of CB firms are not good as BM and PC firms. The results don’t match the hypotheses and indicate firms in Taiwan want to increase profit by adopting E-commerce because of the changes of purchasing behavior. This study appears firms adopting click-and-brick marketing strategies can increase their profit in the short time but the cost also increase in the short time. Therefo