Özet:

Nowadays, with the widespread use of e-commerce, online sales are becoming more and more important for businesses. This increase in the use of e-commerce brings with it the question of what factors may affect the use of e-commerce by consumers. In this study, the features that affect the e-commerce usage frequency of individuals in Turkey are analyzed with decision trees and Support Vector Machine (SVM) algorithms and interpreted. In addition, a classification model has been designed to predict e-commerce usage frequency of individuals by using variables that affect e-commerce usage. According to the results of the study, the most important variable which affects the e-commerce usage frequency in CHAID, C&R Tree and QUEST algorithms has been determined as the number of purchases of goods or services over the internet for private use in the last three months. While variable of age has been the second most important variable in CHAID and QUEST algorithms, the variable of sending/receiving e-mails for special purposes (including mobile applications) in the last three months has been the second most important variable in the C&R Tree. For e-commerce usage frequency estimation, the CHAID algorithm has given the best classification result with an accuracy rate of 86.19%.

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