Personalization has gained significant attention in e-Commerce applications. In fact, it has become a must for e-businesses. There are few systems that provide automatic personalization, current systems require user registration to provide their services; and the modeling aspect is determined through users implicitly filling forms and questionnaires that provide their interest and preferences. Works on user profiling and modeling for marketing and commerce have little emphasis on user personality; moreover, determining purchase patterns is done by analyzing the databases when the user is offline. In this paper we propose a novel approach to personalization management that complements existing systems. A model where the product personality attributes are the determinants for personalization; a mechanism in which the customer personality profile is determined implicitly, personalization does not require registration, and the personalization module is updated dynamically as the customer interacts with the system. An online bookstore is presented as proof-of-concept.
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