2025, Vol. 6, Issue 1, Part D

The great development in information technology has led many companies to create websites through which they practice E-commerce to market their products, as marketing via the Internet has many competitive advantages. E-marketing has become one of the uses that are characterized by success, whether for companies or consumers.

Our research came to study E- marketing, if we look at it from the point of view of producers, or E- shopping if we take it from the point of view of consumers, and this was done by identifying the factors or variables that have a significant impact on the E-marketing process and arranging them according to their importance, as well as excluding non-significant variables, and the logistic regression analysis technique was adopted for its suitability for such research. A sample of (100) observations was studied, from whom data was collected by a questionnaire prepared for this purpose, and it included, in addition to the dependent variable, (18) independent variables. By applying the logistic regression analysis technique, a model was built that included (10) significant independent variables, and were arranged according to the importance of their impact from the most important to the important, and (8) independent variables were excluded because they have a non-significant impact on the dependent variable, and the model that was built proved its accuracy, effectiveness and predictability through the high percentage it achieved for correct classification, which amounted to (81.2%).