Identifying the parameters affecting e-marketing in e-business using decision tree algorithms

E-marketing is defined as the marketing of products and services using digital channels, which is defined as the process of using digital technologies to gain customers and create customer preferences, promote the brand, retain customers and increase sales. The aim of this study is to identify the parameters affecting e-marketing in e-business using decision tree algorithms. This study examines electronic data mining techniques such as C&R Tree, Chaid and C5.0 in Khogar Furniture online store by examining electronic marketing and related factors such as convenience, usefulness, trust, risk perception, digital culture of consumption. Responsibility, impact of digital environment, word of mouth and suggestion and criticism of products as inputs and e-marketing index as output were evaluated and the accuracy of the models was determined in two modes of training and testing. The Chaid Tree method was determined. It has a more favorable method than other methods.</span>