Title:	AN EFFECTIVENESS OF DATA MINING TO STUDY THEFACTORS OF E-COMMERCE WEB SITES ATTRACTINGCUSTOMER’S CRITICAL DECISION
Author(s):	Ratanachote Thienmongkol , Jantima Polpinij
ISBN:	978-972-8924-49-2
Editors:	Sandeep Krishnamurthy and Pedro Isaías
Year:	2007
Edition:	Single
Keywords:	E-commerce, Data mining, Apriori algorithm, Customer’s critical decision
Type:	Short Paper
First Page:	225
Last Page:	229
Language:	English
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Paper Abstract:	Modern business has been strongly geared towards customers with several tools that are called “new media”. One of new media tool is the Internet. Therefore, with the growth of technology, electronic commerce (e-commerce) appears in society and rapidly grows. It has been becoming an influence on the success of business. Although there are the modern tools to develop a perfect online business, it may fail if customers’ needs are not taken into consideration. Therefore, the major emphasis in this paper is primarily empirical study of the factors on e-commerce attracting customer’s critical decision making. We also propose a way of study based on the Apriori data mining technique to extract and range the main factors of customer’s critical decision making on e-commerce. As our method, it turns out three main factors such as the factors of designing on the web, product and service information, and time consuming of search and access.
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