(3.236.100.6) 您好!臺灣時間:2021/04/24 00:58
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:林純鈺
研究生(外文):Chun-Yu Lin
論文名稱:個人化電子型錄系統之設計
論文名稱(外文):Design of a Personalized E-Catalog System
指導教授:張簡尚偉張簡尚偉引用關係
指導教授(外文):Shang-Wei Changchien
學位類別:碩士
校院名稱:國立中興大學
系所名稱:電子商務研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:英文
論文頁數:99
中文關鍵詞:電子型錄個人化推薦線上購物
外文關鍵詞:E-catalogPersonalizationRecommendationOnline Shopping
相關次數:
  • 被引用被引用:0
  • 點閱點閱:153
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
隨著電子商務的發展,電子型錄始終扮演一個介於買方和賣方一個中介溝通的角色,透過電子型錄,賣方可以將所販賣的商品完整地展示給買方,便利買方購買決策之參考。然而,隨著產品日新月異,電子型錄不再只是單單展現所有的產品資訊,而必須提供給顧客更多的服務。本研究發展一個人化電子型錄系統,期望能透過個人化的服務,提升使用者的購買意願及相對滿意度。
首先,透過問卷調查蒐集上網人口對於個人化電子型錄意見之相關資料,共回收304份有效問卷,進行進一步的統計分析:包括因素分析、t檢定、相關分析以及結構方程模型。研究結果如下:(1)在個人化的電子型錄設計方面,設計的因素包含了互動機制及個人化喜好設定機制;(2)在衡量個人化電子型錄的績效方面,共可分為“有趣性”,“使用性”和“瀏覽效率”來衡量;(3)無論有無使用過電子型錄的經驗,受測者對於個人化型錄的設計及績效衡量的態度並無顯著之差異;(4)個人化電子型錄的設計會影響使用上的有效性。
另外,對於如何展現個人化的產品資訊於電子型錄上,本研究改良了一套以產品特徵為基礎的個人化方法,透過使用者的交易紀錄以及瀏覽行為,計算出使用者對於產品特徵的偏好程度,並建立使用者對於各個產品特徵的偏好檔,最後藉由計算產品特徴檔和使用者對於各個產品偏好檔之間之相似程度。進而展示使用者可能會感興趣產品於個人化電子型錄的頁面中,達到電子型錄個人化的目的。

With the development of E-commerce, the E-catalog plays as a medium role between buyers and sellers. Sellers could show products information completely to their customers and provide them with purchasing reference through E-catalog. However, E-catalog not only presents product information but also offers different services to customers. This research proposes a personalized E-catalog to enhance users' purchase intention and promote their satisfaction through individualized services.
This study adopts questionnaire survey to obtain data. Three hundred and four valid questionnaires are used for statistical analysis, including factor analysis, t-test, correlation analysis, and structural equation model. The study draws the following conclusions: (1) The components comprise personalized E-catalog are interactive and preference mechanisms. (2) The effectiveness of personalized E-catalog could be measured by playfulness, usability, and navigation efficiency. (3) Whether respondents have the experience to use E-catalog or not, there are no significant differences on their perceptions of personalized E-catalog design and effectiveness measurement. (4) The components comprise personalized E-catalog have positive relationship with E-catalog effectiveness.
In order to represent the personalized product information in E-catalog, this research reforms a personalized method based on product features. First, the personalized E-catalog system accumulates users’ transaction history and navigation behavior records. Second, the system calculates users’ preference of product features which comprises the user profile. Third, it generates the possible products that users may be most interested in by matching and computing the similarity level s between products profiles and customer profile. Finally, it displays the products that may attract users in E-catalogs and furthermore achieve the goal of E-catalog personalization.

中文摘要 I
ABSTRACT II
誌謝 III
TABLE OF CONTENTS IV
LIST OF FIGURES VII
LIST OF TABLES VIII
CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Objectives 2
1.3 Research Procedure 4
CHAPTER 2 LITERATURE REVIEW 6
2.1 E-catalog 6
2.1.1 Definitions 6
2.1.2 E-catalog designs 8
2.2 Personalization 13
2.3 Personalized Recommendation 14
2.4 Effectiveness Measurement 16
2.5 Review and Comparisons of Personalized Web Sites 19
2.5.1 Comparisons of Personalized Web Sites 27
2.6 Summary of E-catalog Literature 31
CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY 32
3.1 The Conceptual Model 32
3.2 Construction of Measurement 32
3.2.1 Design of personalized E-catalog functions 33
3.2.2 Measurement of personalized E-catalog effectiveness 34
3.3 Hypotheses to be Tested 35
3.4 Questionnaire Design and Sampling Plan 36
3.5 Data Analysis Procedures 36
CHAPTER 4 DATA ANALYSIS AND RESULTS 39
4.1 Descriptive Analysis 39
4.2 Factor Analysis and Reliability Test 42
4.2.1 Personalized E-catalog design 43
4.2.2 Personalized E-catalog effectiveness measurement 46
4.3 Validity Test 49
4.4 Significant Mean Differences Between Two Groups: The t- Test by E-catalog Experiences 49
4.5 Interrelationship Between Research Constructs 51
4.6 Structural Equation Model 52
CHAPTER 5 DESIGN OF A PERSONALIZED E-CATALOG SYSTEM 57
5.1 Problem Description and Module Design 57
5.2 Proposed Framework 58
5.2.1 The Web user life cycle 58
5.2.2 A proposed framework for personalized E-catalog generation 59
5.3 Product and Customer Profile 61
5.3.1 Product profile 61
5.3.2 Customer profile 62
5.4 An Example 64
CHAPTER 6 A PROTOTYPE SYSTEM OF PERSONA- LIZED RODUCTS RECOMMENDATION 69
6.1 The System Flowchart 69
6.2 Prototype System 71
6.2.1 Front-end user interface 71
6.2.2 Navigation recorder 73
6.3 Transaction History 78
6.4 Recommendation List 80
CHAPTER 7 CONCLUSIONS AND MANAGERICAL IMPLICATIONS 81
7.1 Conclusions 81
7.2 Managerial Implications 85
7.3 Future Work 86
REFERENCES 88
APPENDIX A : SURVEY QUESTIONNAIRE 96

[1] Ahang, X., Kellie B. K. and Pavur R. J. (2000), “Information quality of commercial Web site home pages: An explorative analysis,” Proc. Int’l Conf. on Information Systems, pp.164-175.
[2] Allen, C. (1999), “Personalization vs. Customization,” available from http://www.clickz.com/experts/archives/mkt/precis_mkt/article.php/814811. Accessed 2004-05-18.
[3] Arbuckle, J.L. and Wothke, W. (1999), “Amos 4.0 User’s Guide,” IL: SmallWaters Corporation.
[4] Arie S., Judith G. and Carrie B. (1998), “Procurement in the Internet Age - Current Practices and Emerging Trends,” The Fisher Center for Information Technology & Management Hass School of Business University of California, Berkeley.
[5] Bakos, J.Y. (1991), “A strategic Analysis of Electronic Marketplaces,” MIS Quarterly, Vol. 15, No. 3, pp.295-310.
[6] Baron, J. P., Shaw, M. J. and Bailey, A. D. (2000), “Web-based E-catalog Systems in B2B Procurement,” Communications of the ACM, Vol. 43, No. 5, pp.93-100.
[7] Beam, C., Segev, A. and Shanthikumar, J. G. (1996), Electronic Negotiation through Internet-based Auctions, The Fisher Center for Information Technology & Management Hass School of Business University of California, Berkeley.
[8] Benjamin, R.I. (1995), “Electronic Markets and virtual Chains on the Information Superhighway,” Sloan Management Review, Vol. 36, No. 2, pp.62-72.
[9] Bryman, A. and Cramer, D. (1997), “Quantitative Data analysis with SPSS for Windows,” Lodon:Routledge.
[10] Changchien, S. W. and Lu, T.-C. (2001), “Mining Association Rules Procedure to Support On-line Recommendation by Customers and Products Fragmentation,” Expert systems with Applications, Vol. 20, pp.325-335.
[11] Churchill, G. A. J. (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, Vol. 14, pp.64-73.
[12] Fleming, J. (1998), Web Navigation: Designing the User Experience, Sebastopol, CA: O’Reilly and Associates.
[13] Fletcher C. (2000), “Getting Personal Online,” Catalog Age, Vol.17, No. 6, pp.53-54.
[14] Halcousis, D., Halverson, A. L., Lowenberg, A. D. and Lowenbert S. (2002), “An Empirical Analysis of Web Catalog User Experiences,” Information Technology and Libraries, pp.148-157.
[15] Henneman, R. L. (1999), “Design for Usability: Process, Skills, and Tools,” Information, Knowledge, and Systems Management, Vol.1 Issue 2, p133.
[16] Herlocker, J. L., Konstan, J. A. and Riedl, J. (2000), “Explaining Collaborative Filtering Recommendations,” Proc. of the ACM Conf. on Computer Supported Cooperative Work, pp. 241-250.
[17] Hoyle, R. H.(1995), “Structural equation modeling: Concepts, issues and applications,” Thousand Oaks, CA: Sage.
[18] Hsu, Y,-C. (2002), “A Study of Recommendation Service on E-catalog”, National Central University, a thesis for the degree of Master of Information Management.
[19] Huang, M.-H. (2003), “Designing Web site Attributes to Induce Experiential Encounters,” Computer in Human Behavior, Vol.19, pp.425-442.
[20] Huang, Y.-W. (1999), “Research on Personalized Merchandise Information Filtering in Electronic Catalog Systems”, National Chiao Tung University, a thesis for the degree of Master of Information Management.
[21] Information Industry survey, http://www.find.org.tw.
[22] Ives, B., Olson, M.H. and Baroudi, J.J. (1983), “The Measurement of User Information Satisfaction,” Communications of ACM, Vol. 26, No. 10, pp.785-793.
[23] Joreskog, L. and sorbom, D. (1994), “Structural Equation Modeling with the SIMPLIS Command Language,” Chicago: Scientific Software International.
[24] Karat C. M., Brodie C., Karat J, Vergo J. and Alpert S. R. (2003), “Personalizing the User Experience on ibm.com,” IBM Systems Journal, Vol. 42, No. 4, pp.686-701.
[25] Katerattanakul, P., and Siau, K. (1999), “Measuring Information Quality of Web Sites: Development of an Instrument,” Proc. Int’l Conf. of Information Systems. Charlotte, NC, pp.279-285.
[26] Keller, A.M. and Genesereth, M.R. (1997), “Using Information to Create a Housewares virtual Catalog,” International Journal of Electronic Commerce and Business Media, Vol. 7, No. 4, pp.41-44.
[27] Keller, A. M. (1994), “Smart Catalog and Virtual Catalogs,” Workshop on ElectronicCommerce following CIKM.
[28] Kent, M. L., and Taylor (1998), “Building Dialogic Relationships through the World Wide Web”, Public Relations Review, Vol. 24, No. 3, pp.321-334.
[29] Kim, J. K, Cho, Y. H., Kim, W. J., Kim, J. R. and Suh, J. H. (2002), “A Personalized Recommendation Procedure for Internet Shopping Support,” Electronic Commerce Research and Applications, Vol.1, pp.301-313.
[30] King, J. L. and Rodriguex, E. L. (1978), “Evaluating Management Information Systems,” MIS Quarterly, Vol. 2, No. 3, pp.43-51.
[31] Kumar, R. L., Smith, M. A. and Bannerjee, S. (2004), “User Interface Features Influencing Overall Ease of Use and Personalization,” Information and Management, Vol. 41, pp.289-302.
[32] Langheinrich, M., Nakamura, A., Abe, N., Kamba, T. and Koseki, Y. (1999), “Unintrusive Customization Techniques for Web Advertising,” Computer Network, Vol. 31, pp.1259-1272.
[33] Lazar, J. (2001), User-Centered Web Development. Sudbury, MA: Jones and Bartlett Publishers.
[34] Lee, W.-P., Liu, C.-H. and Lu C.-C. (2002), “Intelligent Agent-based Systems for Personalized Recommendations in Internet Commerce,” Expert Systems with Applications, Vol. 22, pp.275-284.
[35] Li, S.-Y. (2000), “Mining Association Rules from Three-level E-catalogs,” National Chiao Tung University, a thesis for the degree of Master of Information Management.
[36] Lin, Y.-J. (1999), “Design and Implementation of XML Based Electronic Catalogs”, National Chiao Tung University, a thesis for the degree of Master of Information Management.
[37] Liu, C and Arnett, K. P. (2000), “Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce,” Information and Management, Vol.38, pp.23-33.
[38] McKinner, V., Yoon, K. and Zahedi, F. M. (2002), “The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach,” Information Systems Research, Vol. 13, No. 3, pp.296-315.
[39] Morgan, M. R. P. (1995), “Crossing Disciplines: Usability as a Bridge between System, Software, and Documentation,” Technical Communication, Vol. 42, No. 2, pp.303-306.
[40] Marchionini, G. (1995), Information Seeking in Electronic Environments. Cambridge, England: Cambridge University Press.
[41] Manber U., Ash P., and John R. (2000), “Experience with Personalization on Yahoo!,” Communications of the ACM, Vol. 43, No. 8, pp.35-39.
[42] Nielsen, J. (2000), Designing Web Usability: The Practice of Simplicity. Indianapolis: New Riders
[43] Nielsen, J. (1998), “Personalization is Over-Rated,” available from http://www.useit.com/alertbox/981004.html. Accessed 2003-05-23.
[44] Pairin, K. and Siau, K. (1999), “Measuring Information Quality of Web Sites: Development of an Instrument,” Proc. Int’l Conf. on Information Systems, pp. 279-285.
[45] Pitt, L. F., Watson, R. T. and Kavan, C. B. (1995), “Service Quality: A Measure of Information Systems Effectiveness,” MIS Quarterly, Vol. 19, No. 2, pp.173-187.
[46] Resnick P. and Varian, H. R. (1997), “Recommender Systems,” Communications of the ACM, Vol. 40, NO. 3, pp.56-58.
[47] Riecken, D. (2000), “Personalized Views of Personalization,” Communications of the ACM, Vol. 43, No. 8, pp.26-28.
[48] Schafer, J. B., Konstan, J. A. and Riedl, J. (2001), “E-Commerce Recommendation Applications,” Data Mining and Knowledge Discovery, Vol.5, pp.115-153.
[49] Schaik, P.V. and Ling, J. (2001), “The Effects of Frame Layout and Differential Background Contrast on Search Performance in Web Pages,” Interacting with Computers, Vol. 13, pp.513-525.
[50] Schubert, P. and Selz, D. (1999), “Web Assessment- Measuring the Effectiveness of Electronic Commerce Sites Going Beyond Traditional Marketing Paradigms,” Proc. Of the 32nd Hawaii Int’l Conf. on System Sciences, Hawaii, pp. 1-10.
[51] Seddon, P. and Kiew, M. Y. (1994), “A Partial Test and Development of the DeLone and McLean Model of IS Success,” Proc. 15th Int’l Conf. on Information Systems, Santiago, Chile, pp. pp.99-110.
[52] Segev, A., Wan, D. and Beam, C. (1995), “Designing Electronic Catalogs for Business Value: Result of the CommerceNet Pilot,” CMIT Working Paper 95-WP-1005, UC Berkeley.
[53] Sekaran U. (2003), “Research Methods for Business: A Skill-building Approach”. John Wiley & Sons, Inc.
[54] Shneiderman, B. (2000), “Universal Usability: Pushing Human-Computer Interaction Research to Empower Every Citizen,” Communications of the ACM, Vol. 43, No. 5, p. 84—91. Available online: http://www.cs.umd.edu/hcil/pubs/tech-reports.shtml
[55] Shubin, H., and Meehan, M. (1997), “Navigation in Web applications,” Interactions, Vol. 4, No. 6, pp.13—17.
[56] Sinha R., and Swearingen, K. (2002), “The Role of Transparency in Recommender Systems,” CHI '02 extended abstracts on Human factors in computing systems , Minnesota, USA , pp. 830 - 831
[57] Spiliopoulou, M. (2000), “Web Usage Mining for Web Site Evaluation,” Communications of the ACM, Vol. 43, No. 8, pp.127-134.
[58] Srinivasan, A. (1985), “Alternative Measures of Systems Effectiveness: Association and Implications,” MIS Quarterly, Vol. 9, No. 3, pp.243-253.
[59] Stanoevska, S. K. and Schmid B. (2000), “Internet Electronic Product Catalogs: an Approach Beyond Simple Keyword and Multimedia,” Computer Networks, Vol. 32 pp.701-715.
[60] Sung, H. H. (2002), “Helping Online Customers Decide through Web Personalization,” IEEE Intelligent Systems, pp.34-43.
[61] Swearingen, K. and Sinha, R. (2002), “Interaction Design for Recommender Systems,” available from http://citeseer.nj.nec.com/
598450.html, accessed 2004-06-1.
[62] Thong, J. Y. L. and Yap, C.-S. (1996), “Information Systems Effectiveness: A User Satisfaction Approach,” Information Processing and Management, Vol. 32, No. 5, pp.601-610.
[63] Weng, S.-S. and Liu, M.-J. (2004), “Feature-Based Recommendations for One-to-One Marketing,” Expert Systems with Applications, Vol. 26, pp.493-508.
[64] Wolfinbarger, M. and Gilly, M. C. (2001), “Shopping Online for Freedom, Control and Fun,” California Management Review, Vol. 43, No. 2, pp.34-55.
[65] Wonlisky, H. and Wonlisky, J. (1997), “Form Print to the Web with Roger Black. Digital Chicago.
[66] Yen, B. P.-C. and Knong R. C.W. (2003), “Development and Evaluation of Dynamic Virtual Object Catalogs,” Information and Management, Vol. 40, pp.337-349.
[67] Yu, P. S. (1999), “Data Mining and Personalization Technologies,” Proc. 6th Int’l Conf. on Data Bases Systems for Advanced Applications, pp. 6-13.
[68] Zhang, X., Keeling, K. B. and Pavur, R. J. (2000), “Information Quality of Commercial Web Site Home Pages: An Explorative Analysis,” Proc. Int’l Conf. Information Systems, Brisbane, Australia, pp.164-175.

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔