Personalization in e-commerce applications

  • Authors:
  • Anna Goy;Liliana Ardissono;Giovanna Petrone

  • Affiliations:
  • Dipartimento di Informatica, Università di Torino, Torino, Italy;Dipartimento di Informatica, Università di Torino, Torino, Italy;Dipartimento di Informatica, Università di Torino, Torino, Italy

  • Venue:
  • The adaptive web
  • Year:
  • 2007

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Abstract

This chapter is about personalization and adaptation in electronic commerce (e-commerce) applications. In the first part, we briefly introduce the challenges posed by e-commerce and we discuss how personalization strategies can help companies to face such challenges. Then, we describe the aspects of personalization, taken as a general technique for the customization of services to the user, which have been successfully employed in e-commerce Web sites. To conclude, we present some emerging trends and and we discuss future perspectives.