Towards a human-centered e-commerce personalization framework

Belk, Marios, Germanakos, Panagiotis, Andreou, Panayiotis orcid iconORCID: 0000-0002-6369-1094 and Samaras, George (2016) Towards a human-centered e-commerce personalization framework. In: 2015 IEEE/WIC/ACM International Conference on Web Intelligence and Intelligent Agent Technology (WI-IAT), 6-9 December 2015, Singapore.

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This paper presents a personalization framework, namely PersonaWeb that adapts the visual and interaction design of E-Commerce Web environments based on human cognitive differences. In particular, it describes a user model formalization that incorporates a set of human cognitive factors (i.e., cognitive styles and working memory capacity) and an adaptation engine that personalizes the visual and interaction design attributes of E-Commerce product views. The proposed framework has been applied in a real-life E-Commerce Web-site and two subsequent user studies were conducted in which 135 users interacted with the personalized and the original (non-personalized) version of the same Web environment. Results indicate the added value of personalizing content and functionality of E-Commerce product views in terms of users' task completion performance.

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