The Internet with growing electronic commerce is regarded as
a new selling channel for retailers. Online catalog organization has
become an important issue for e-tailing business development.
While most online retailing web sites provide assistance for
searchers who know exactly what they are seeking, little has been
done to aid browsers who take a more open-minded and
exploratory approach to navigation. Good design of online catalogs
is essential for browsers to shop over the web.
In this paper, we propose a two-phase approach to the design
of online catalogs. In the first phase, the idea of category
management that analyzes customers¡¦ purchasing behaviors is
employed to construct a customer-centered online catalog.
Cluster-based market segmentation helps determine the web
hierarchy with clusters of products in higher levels indicating more
interesting to customers. The second phase is to dynamically adjust
the hierarchy when customers¡¦ preference indicated by browsing
patterns is changed.'Relative access' that reflects the popularity of
web pages is used as a basis to make online catalog adaptation.
Finally, we apply this approach to real-world data collected at
Galleze.com by Blue Martini Software. It shows that our approach
can result in meaningful online catalog organization for customers
to navigate. Our study therefore provides a good direction for
researchers in designing online catalogs. Furthermore, e-tailing
practitioners can apply our approach easily and gain benefits from
such a design.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0626101-145328 |
| Date | 26 June 2001 |
| Creators | Liu, Chiang-Luan |
| Contributors | Te-min Chang, Fu-ren Lin, Chin-Fu Ho |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0626101-145328 |
| Rights | unrestricted, Copyright information available at source archive |
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