WEB PERSONALIZATION BASED ON USER'S TRADE-OFFS

摘要

Current e-commerce personalization schemes do not take into account e-shoppers' decision-making processes. Such schemes are typically driven by information from customers' previous preferences or those of their peers. They do not employ any technique to understand how customers value (or perceive the value of) different product characteristics and use it in the personalization scheme. This paper discusses the use of economic theory on utility choices to unveil the e-shopper's decision-making process and employ them to search for products and services with greater chances of being purchased. A methodology is suggested as well as its potential benefits to users and companies. Mainly, the approach has the potential to increase customer satisfaction, site revisits and sales. Additionally, the methodology provides the company with information on customers' choice behaviour that can be used to improve businesses systems (e.g., product design, marketing).