Fuzzy cognitive maps considering time relationships
International Journal of Human-Computer Studies
The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach
Information Systems Research
Factors affecting the implementation success of Internet-based information systems
Computers in Human Behavior
A new approach to classification based on association rule mining
Decision Support Systems
Comprehensive data warehouse exploration with qualified association-rule mining
Decision Support Systems
Web usage mining with intentional browsing data
Expert Systems with Applications: An International Journal
Web mining based on Growing Hierarchical Self-Organizing Maps: Analysis of a real citizen web portal
Expert Systems with Applications: An International Journal
Mining stock category association and cluster on Taiwan stock market
Expert Systems with Applications: An International Journal
Expert Systems with Applications: An International Journal
Using association rules and particle swarm optimization approach for part change
Expert Systems with Applications: An International Journal
Expert Systems with Applications: An International Journal
Applications of web mining for marketing of online bookstores
Expert Systems with Applications: An International Journal
Expert Systems with Applications: An International Journal
Integrating web mining and neural network for personalized e-commerce automatic service
Expert Systems with Applications: An International Journal
An approximate reasoning based technique for oil assessment
Expert Systems with Applications: An International Journal
Using fuzzy cognitive map for the relationship management in airline service
Expert Systems with Applications: An International Journal
Expert Systems with Applications: An International Journal
Trust and TAM in online shopping: an integrated model
MIS Quarterly
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A variety of the web-mining techniques are now being extensively utilized to extract useful knowledge about customer behaviors on the Internet. However, the naive interpretation of the web-mining results would lead to poor decision on customer behaviors, which is likely to cause waste of time and efforts on managing electronic commerce strategy. To overcome this pitfall, this study proposes using the cognitive map-based interpretation of the web-mining results. Conventional approach to obtaining the web-mining results is based on the association rule approach (ARA), while the cognitive map approach (CMA) is believed to provide more robust support in interpreting the web-mining results. Therefore, to compare the interpretation capability of the two approaches, the four constructs such as perceived usefulness, causality, information richness, users' attitude and intention to use the approaches are adopted in the research model and tested against the questionnaire data. The test results obtained through applying the structural equation models reveal that CMA is comparable to ARA and the cognitive map has a great potential in helping enrich the interpretation of the web mining results and build more effective Internet business strategy.