Online shopping using a two dimensional product map

Authors:
Martijn Kagie;Michiel van Wezel;Patrick J. F. Groenen
Affiliations:
Econometric Institute, Erasmus University Rotterdam, The Netherlands;Econometric Institute, Erasmus University Rotterdam, The Netherlands;Econometric Institute, Erasmus University Rotterdam, The Netherlands
Venue:
EC-Web'07 Proceedings of the 8th international conference on E-commerce and web technologies
Year:
2007

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Abstract

In this paper, we propose a user interface for online shopping that uses a two dimensional product map to present products. This map is created using multidimensional scaling (MDS). Dissimilarities between products are computed using an adapted version of Gower's coefficient of similarity based on the attributes of the product. The user can zoom in and out by drawing rectangles. We show an application of this user interface to MP3 players and give an interpretation of the product map.