Capturing buying behaviour using a layered user model

Authors:
Oshadi Alahakoon;Seng Loke;Arkady Zaslavsky
Affiliations:
Caulfield School of Information Technology, Monash University, Australia;Department of Computer Science and Computer Engineering, La Trobe University, Australia;Caulfield School of Information Technology, Monash University, Australia
Venue:
EC-Web'07 Proceedings of the 8th international conference on E-commerce and web technologies
Year:
2007

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Abstract

User models are important tools for personalization, especially in ecommerce applications. But capturing dynamically changing user needs is a challenge. One of the reasons for such difficulty is that the purchasing behavior of an individual is based on a number of different aspects. In this paper we identify these aspects as a combination of demographics, domain based expectations and transactions. Since each individual can demonstrate a unique combination of these aspects, to achieve finer personalization, such individuality will have to be captured in user models. In this paper we propose such a user model architecture, which also has the ability to self-improve adapting to changes of individual behavior and long term modeling possibilities.