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Search advertising is one of the most important forms of electronic commerce. While click-through rates are considered a key measure of search advertising effectiveness by search providers, brand attention can also be a valuable objective. Our paper reports on an experiment that investigated how search advertisement placement affected search users’ brand recall and recognition. The results showed that semantically associated search ads generated significantly higher levels of brand attention than contextually associated ones. Significant interaction effects were found among search ad position, keyword association, and search result quality. Implications for decision makers are discussed. 相似文献
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Shuchih Ernest Chang S. Wesley Changchien Ru-Hui Huang 《Expert systems with applications》2006,30(4):682-693
While many electronic commerce (EC) companies are adopting one-to-one marketing approaches using various personalization technologies to make their products and services unique for the purpose of attracting and retaining customers and improving their completion edges in the EC ecosystem, which, nevertheless, has low entrance barriers for new players to join and further intensify the competition, none or few of them consider a fundamental issue—the user's product-specific knowledge. Our research proposed to add this new domain of the customer's knowledge on appropriate target products into the personalization process as a part of the overall EC strategy for businesses. In this paper, we present our initial design for assessing the user's product-specific knowledge using the proposed innovative method for detecting it directly in a non-intrusive way without asking users to answer or fill out any types of questionnaires. Our method is based on customer's on-line navigation behaviors by analyzing their navigation patterns through pre-trained artificial neural networks. An empirical study designed for a case of EC store selling digital cameras was conducted in our research to prove the concept, and a good preliminary result was derived from the study.
For the purpose of comparing the performances between the conventional approach of using questionnaire and the proposed innovative approach of navigation pattern mining, a questionnaire based approach for evaluating the user's product-specific knowledge was designed and incorporated into our knowledge level assessment system (KLAS). Our study result shows that although the pure questionnaire-based KLAS is intrusive and may not be accepted by some users, for those users willing to complete the questionnaire, the proposed navigation pattern approach can be combined with the questionnaire-based approach to create a hybrid KLAS which has a significantly improved accuracy rate in detecting the customer's product knowledge level. 相似文献
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电子商务是新兴的现代商业模式,Web数据挖掘是先进的信息处理技术,把Web挖掘应用于电子商务是一个十分有意义的研究方向。本文在简单介绍Web挖掘的基础上,重点介绍了Web使用挖掘及其在电子商务中的应用。并且提出了一种应用于电子商务环境,基于客户选择的,运用Web使用挖掘技术的个性化推荐方法。 相似文献
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Cookhwan Kim Sungsik ParkKwiseok Kwon Woojin Chang 《Expert systems with applications》2012,39(1):117-128
Online marketplace, taken the form of “open market” where a very large number of buyers and sellers participate, has occupied a rapid increasing position in e-commerce, which resulting in sellers’ increasing investment on online advertising. Hence, there is a growing need to identify the effectiveness of online advertising in the online marketplaces such as eBay.com. However, it is problematic to directly apply the existing online advertising effect models for click-through data of online marketplaces. Therefore, there is a need for developing a model to estimate the effectiveness of online advertising in online marketplace considering its characteristics. In this paper, we develop an analytical Bayesian approach to modeling click-though data by employing the Poisson-gamma distribution. Our results have implications for online advertising effect measurement, and may help guide advertisers in decision-making. 相似文献
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E-Learning作为一种全新的网络教育模式，为在线学员提供越来越多学习资源的同时，其结构也变得更加复杂，在线学员经常会迷失在大量的信息空间中，无法顺利找到自己所需的学习资源。引入移动Agent技术，提出一种面向E-Learning的集成群Agent与Web服务的分布式智能推荐系统（Multi Agent System ＆ Web Services Intelligent Recommendation System．MASWSIRS），其能有效地帮助学员找到所需的信息。构造了MASWSIRS的体系结构，说明了系统的工作流程；详细阐述了MASWSIRS的各主要功能模块的实现算法，包括系统整体实现算法、系统聚簇算法及推荐算法。通过对系统的应用与性能监测来看，系统实现切实可行且运行性能良好。 相似文献
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陈晴光 《计算机工程与设计》2008,29(6):1413-1416
针对Web访问信息的特征和现有数据挖掘方法的局限性,提出将传统数据挖掘算法改进后扩展应用于电子商务环境,实现对Web访问信息进行深层次分析以获取商业智能的思路,从实际应用的角度设计了一个基于Web访问信息挖掘的应用模型,给出了若干关键技术实现的方法,并用改进后的FP-growth算法对电子商务客户访问数据进行兴趣关联规则挖掘实验,验证了挖掘模型的可行性和有效性. 相似文献
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在基于Web使用挖掘的推荐系统中,高效地预测用户的浏览模式一直是研究的热点,但是,目前仅采用关联规则挖掘技术的Web推荐系统在预测用户未来浏览模式时很难取得令人满意的结果。提出三种推荐模型以提高预测精度、减少响应时间,实验表明,通过三种推荐模型的组合能够显著改进推荐的准确率、覆盖率和匹配率。 相似文献