personalization in e-commerce applications
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Personalization in E-commerce Applications. Presented by Ingrid Liao. Topics. E-commerce (EC) Adaptation Frameworks for EC website development Trends in e-commerce applications Reminder. E-commerce (EC). E-commerce (EC): Introduction. - PowerPoint PPT PresentationTRANSCRIPT
112/04/19 Personalization in E-commerce Applications
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Personalization in E-commerce Applications
Presented by Ingrid Liao
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Topics
E-commerce (EC) Adaptation Frameworks for EC website development Trends in e-commerce applications Reminder
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E-commerce (EC): Introduction Definition: the conducting of business
communication and transactions over networks and through computers
Buying and selling of goods and services All aspects of business interaction, two
levels: Business to Business e-commerce (B2B) Business to Consumer e-commerce (B2C)
( Source: Glossary of IT & Internet Terms)
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E-commerce (EC): Advantages Geographical and time zone distance are no
longer important Presentation of products and services in a
web-based catalog is an effective way to publish information at low costs
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E-commerce (EC): Problems & Solutions
Lack of face to face dialog Good EC product
candidates: software, music, book, high-tech products
Good EC service candidates: information, booking, shipping services
Problematic candidates: dress, insurance
One size fits all catalog
Personalization Allowing individuals to
customize website appearance and functionality
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Adaptable versus Adaptive
Adaptable Adaptation decided by
user Lower-level feature
Adaptive Adaptation performed
by system in an automated way
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Factors for Adaptivity
User Device Context of use
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User Characteristics
User characteristics Knowledge & skills Interests & preferences Needs about disability Goals
B2C e-commerce Complex products/services Category or properties Accessible services Application domain
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Type of Devices
Environment data PC, laptop, mobile phone, PDA, on-board
device, … Different characters
Screen size Computation and memory capabilities I/O mechanism Connection speed, bandwidth …
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Context of Use
Broad Physical context
User location (most popular context feature) Environment conditions
Social Context Social community or group Task being performed
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What is Adapted? Suggestion of product/service (content
recommendation) Recommender Tailored to user/device/context characteristics Configuration guide
Presentation of product/service Media, presentation styles
User interface (structure) Layout e.g. information & navigation structure
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More HCI, Less Adaptation
Accessibility 3D, virtual reality UI Usability
Guidelines e.g. Serco
Users w/ special needs Emotional buying style Being usable is the 1st
step for being successful
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Merchant Systems Facilitate creation and management of
electronic catalogs Support transactional, secure services and
integration with legacy software Only basic personalization features, e.g.
product recommendation Personalization strategies, e.g. BroadVision
Push: recommend information and access Pull: handle user request in a personalized way Quantifier matching
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Personalized Product Recommendation Enhance recommendation capabilities
Interactive: user search according to own selection criteria, e.g. dynamic taxonomies
Inference: based on user behavior Recommendation techniques
Collaborative filtering: analyzing similarities in different people’s purchase history, e.g. Amazon
Content-based filtering: analyzing product properties similar to individual’s past purchase
Taking indirect users into account
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Collaborative versus Content-based filtering
Collaborative Pros
Items as elementary entities Cons
“Bootstrapping” problems: minimum number of ranking
Sparse user-rank matrix
Content-based Pros
Successfully recommend new items
Cons Information must be
available User behavior monitor Similar items
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How to Enhance Customer’s Trust in Recommender
Transparency and explanation Right amount of information Negotiation between customer and system Explanation of recommendation
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Customer Information Sharing Increase knowledge about common customers Points for attention
Respect customer’s privacy preferences Mutual trust between service providers
Misuse Competitors
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Personalized Product Info Presentation Individual customer’s interests & preferences Dynamically generated product descriptions
in electronic catalogs How?
Individual user model Different levels of detail Information on demand Customized compare table
Example: SeTA system
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Personalized Product Presentation Example Customized compare table
Enable user to check product similarities and differences important to him/her
Unobtrusively identify user priorities
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Customer Relationship Management (CRM) One-to-one interaction Ultimate goal: profit increase
Individual and personalized interaction Customer satisfaction Long-term relationship with customers Increase customer loyalty
Accurate user model Supplement the lack of direct and personal
contact with a human being
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Mass Customization
Production of product/services tailored to specific customer needs, maintaining mass production efficiency and costs
Past: off-the-shelf goods Good
Enhance relationship between customer & vendor Limitation
Costly and require expertise knowledge in configuration from scratch
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Mass Customization Example: Footwear
http://www.adidas.com/products/miadidas04/content/uk/container.asp
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Ubiquitous Computing
Possibility of accessing a serve anytime, anywhere and exploiting different types of (mobile) devices
Adaptation in particular to context of use and device specific requirements
Context-aware Applications Example: mobile guides Ability to integrate different adaptation strategies
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M-commerce
Commercial transactions performed by exploiting wireless devices
Support e-commerce transactions by providing information access and promotion
Information about user’s local context Timely, relevant, focused services Physical context Type of activity
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M-commerce Services and Applications
(Source: Grami and Schell)
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Low Acceptance of Mobile Devices Technical limitation of mobile devices High cost yet poor quality services Lack of standards and protocols Individual’s attitudes User’s goal …
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Design Elements of M-commerce Interface
(Source: Lee and Benbasat)
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M-commerce: Adaptation
Adapting product/service presentation to screen size
Adapting layout of user interface to characteristics of device