Using collaborative filtering to weave an information tapestry
Communications of the ACM - Special issue on information filtering
PHOAKS: a system for sharing recommendations
Communications of the ACM
Siteseer: personalized navigation for the Web
Communications of the ACM
GroupLens: applying collaborative filtering to Usenet news
Communications of the ACM
Automatic personalization based on Web usage mining
Communications of the ACM
Exploring the factors associated with Web site success in the context of electronic commerce
Information and Management
Data Mining: An Overview from a Database Perspective
IEEE Transactions on Knowledge and Data Engineering
Efficient Data Mining for Path Traversal Patterns
IEEE Transactions on Knowledge and Data Engineering
Web usage mining: discovery and applications of usage patterns from Web data
ACM SIGKDD Explorations Newsletter
On-line personalized sales promotion in electronic commerce
Expert Systems with Applications: An International Journal
Feature-based recommendations for one-to-one marketing
Expert Systems with Applications: An International Journal
Survey of neural network technology for automatic target recognition
IEEE Transactions on Neural Networks
Do online buying behaviour and attitudes to web personalization vary by age group?
Proceedings of the 2008 annual research conference of the South African Institute of Computer Scientists and Information Technologists on IT research in developing countries: riding the wave of technology
Maintaining customer profiles in an e-commerce environment
Proceedings of the 2008 annual research conference of the South African Institute of Computer Scientists and Information Technologists on IT research in developing countries: riding the wave of technology
Expert Systems with Applications: An International Journal
Mining fuzzy association rules from questionnaire data
Knowledge-Based Systems
Designing a business model for the content service of portable multimedia players
Expert Systems with Applications: An International Journal
The implementation of a secure and pervasive multimodal Web system architecture
Information and Software Technology
Knowledge in product and performance support
KSEM'07 Proceedings of the 2nd international conference on Knowledge science, engineering and management
Expert Systems with Applications: An International Journal
Applying text-mining to personalization and customization research literature - Who, what and where?
Expert Systems with Applications: An International Journal
A framework to inform PSS Conceptual Design by using system-in-use data
Computers in Industry
| Hi-index | 12.06 |
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.