Adaptive delivery of E-commerce web sites

Article type: Research Article

Authors: Gupta, Ashish | Mathur, Ajay

Affiliations: Department of Computer Engineering, Maharashtra Institute of Technology, Pune, India 411038. E-mail: ashish2400@rediffmail.com; ajay.mit@engineer.com

Abstract: Most e-commerce web sites are very large, often confusing and overwhelm the visitor with a huge amount of information. People cannot easily find what they are looking for. Moreover, the web site is presented in the same format to every visitor, irrespective of his needs. This paper proposes a model to solve the above problems. Our model divides the visitors into groups. Then it arranges web pages in the decreasing order of preference for each group and applies path prediction to find sink pages for that group. The results of these algorithms are displayed in a separate frame without modifying the site. Secondly, our paper addresses the need to guide visitors during the configuration of a product. We propose to apply data mining on the quotes for every group and find associations between different components of the product. We can then display these results as suggestions while the prospective buyer is configuring the product. These suggestions will dynamically change as each selection is made. We have discussed the data mining algorithms applicable to our model.

DOI: 10.3233/IDA-2002-6506

Journal: Intelligent Data Analysis, vol. 6, no. 5, pp. 469-480, 2002