English  |  正體中文  |  简体中文  |  Items with full text/Total items : 43312/67235
Visitors : 2020781      Online Users : 4
RC Version 5.0 © Powered By DSPACE, MIT. Enhanced by NTU/NCHU Library IR team.
National Chung Hsing University Institutional Repository - NCHUIR > 管理學院 > 科技管理研究所 > 依資料類型分類 > 期刊論文 >  Assessing users' product-specific knowledge for personalization in electronic commerce

Please use this identifier to cite or link to this item: http://nchuir.lib.nchu.edu.tw/handle/309270000/132692

標題: Assessing users' product-specific knowledge for personalization in electronic commerce
作者: Chang, S.E.;Changchien, S.W.;Huang, R.H.
張樹之
關鍵字: personalization;electronic commerce;product knowledge;web usage;mining;artificial neural network;web site;recommendations;navigation;systems;model
日期: 2006
Issue Date: 2012-12-14 09:17:49 (UTC+8)
關連: Expert Systems with Applications, Volume 30, Issue 4, Page(s) 682-693.
摘要: While many electronic commerce (EC) companies are adopting one-to-one marketing approaches using various personalization technologies to make their products and services unique for the purpose of attracting and retaining customers and improving their completion edges in the EC ecosystem, which, nevertheless, has low entrance barriers for new players to join and further intensify the competition, none or few of them consider a fundamental issue-the user's product-specific knowledge. Our research proposed to add this new domain of the customer's knowledge on appropriate target products into the personalization process as a part of the overall EC strategy for businesses. In this paper, we present our initial design for assessing the user's product-specific knowledge using the proposed innovative method for detecting it directly in a non-intrusive way without asking users to answer or fill out any types of questionnaires. Our method is based on customer's on-line navigation behaviors by analyzing their navigation patterns through pre-trained artificial neural networks. An empirical study designed for a case of EC store selling digital cameras was conducted in our research to prove the concept, and a good preliminary result was derived from the study. For the purpose of comparing the performances between the conventional approach of using questionnaire and the proposed innovative approach of navigation pattern mining, a questionnaire based approach for evaluating the user's product-specific knowledge was designed and incorporated into our knowledge level assessment system (KLAS). Our study result shows that although the pure questionnaire-based KLAS is intrusive and may not be accepted by some users, for those users willing to complete the questionnaire, the proposed navigation pattern approach can be combined with the questionnaire-based approach to create a hybrid KLAS which has a significantly improved accuracy rate in detecting the customer's product knowledge level. (c) 2005 Elsevier Ltd. All rights reserved.
Relation: Expert Systems with Applications
Appears in Collections:[依資料類型分類] 期刊論文
[依教師分類] 張樹之

loading Web of Knowledge data....

Files in This Item:

File SizeFormat
index.html0KbHTML319View/Open


 


學術資源

著作權聲明

本網站為收錄中興大學學術著作及學術產出,已積極向著作權人取得全文授權,並盡力防止侵害著作權人之權益。如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員,將盡速為您處理。

本網站之數位內容為國立中興大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用。

聯絡網站維護人員:wyhuang@nchu.edu.tw,04-22840290 # 412。

DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU/NCHU Library IR team Copyright ©   - Feedback