Design and implementation of a Web site for efficient navigation based on customer purchasing patterns

摘要

Nowadays, to create a user-friendly environment, most web sites have a variety of content. This trend causes a complexity in the web site structure. Because of this complexity, a user's navigation encounters problems. Convenience of navigation is one of the most important factors affecting a user's loyalty to a web site, so it is necessary to research an efficient delivery method for various content. In this paper, a dynamic web site, based on customer purchasing patterns, is suggested as a solution. A dynamic web site predicts and provides next navigation step, and is linked by previous customer purchasing decisions. In this paper, a dynamic web site is proposed. First, we investigate the previous customer purchasing patterns and store each pattern as a case. Next, we compare the current user's navigation actions with the previous case and predict the current user's next navigation step. Finally, we display the predicted step in the web page. A web site using this method can increase the convenience of navigation.