The capability of (semi)automatically adapting the content, structure, and/or presentation of a Web site to address the interests and preferences of each individual user is more and more considered as a key factor to increase user satisfaction and building customer loyalty. However, while a large body of literature is available about making traditional Web sites adaptive, it is surprising that no research effort has been yet devoted to the problem of adapting Web3D content and presentation. This paper focuses on this topic, proposing a general approach to build adaptive 3D Web sites, and illustrating a specific application of the approach to a 3D e-commerce case study. The architecture we propose, called AWE3D (Adaptive WEb 3D), is based on a combination of readily available and platform-independent Web technologies so that it can be reproduced by interested readers.
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