Auto-Personalization Web Pages

Auto-Personalization Web Pages

Jon T.S. Quah (Nanyang Technological University, Singapore), Winnie C.H. Leow (Singapore Polytechnic, Singapore) and K. L. Yong (Nanyang Technological University, Singapore)
DOI: 10.4018/978-1-87828-991-9.ch052
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Abstract

This project experiments with the designing of a Web site that has the self-adaptive feature of generating and adapting the site contents dynamically to match visitors’ tastes based on their activities on the site. No explicit inputs are required from visitors. Instead a visitor’s clickstream on the site will be implicitly monitored, logged, and analyzed. Based on the information gathered, the Web site would then generate Web contents that contain items that have certain relatedness to items that were previously browsed by the visitor. The relatedness rules will have multidimensional aspects in order to produce cross-mapping between items. The Internet has become a place where a vast amount of information can be deposited and also retrieved by hundreds of millions of people scattered around the globe. With such an ability to reach out to this large pool of people, we have seen the expulsion of companies plunging into conducting business over the Internet (e-commerce). This has made the competition for consumers’ dollars fiercely stiff. It is now insufficient to just place information of products onto the Internet and expect customers to browse through the Web pages. Instead, e-commerce Web site designing is undergoing a significant revolution. It has become an important strategy to design Web sites that are able to generate contents that are matched to the customer’s taste or preference. In fact a survey done in 1998 (GVU, 1998) shows that around 23% of online shoppers actually reported a dissatisfying experience with Web sites that are confusing or disorganized. Personalization features on the Web would likely reverse this dissatisfaction and increase the likelihood of attracting and retaining visitors. bring the following benefits: 1. Attract and maintain visitors with adaptive contents that are tailored to their taste. 2. Target Web contents correspondingly to their respective audience, thus reducing information that is of no interest to the audience. 3. Advertise and promote products through marketing campaigns targeting the correct audience. 4. Enable the site to intelligently direct information to a selective or respective audience.

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