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Web Metrics – Design Specifications of  Web-based System for Personalization with "Bifurcation"
Media Technology and Graphic Arts, Royal Institute of Technology (KTH).
Stockholm University, Faculty of Social Sciences, School of Business.
2000 (English)In: 2000 Proceedings / [ed] Holub, R.A., New York: TAGA office, Rochester , 2000, 67-87 p.Conference paper (Refereed)
Abstract [en]

This paper describes a personalization system aiming at one-to-one marketing with the ability to support real-time identification, selection, and content creation where the interaction is performed on a web-based e-commerce platform. The personalization system is capable of controlling and presenting the web site in different shapes to different consumers – controlled bifurcation.  When combined with the tracking of the visitor’s site movements, detailed consumer behavior patterns can be established.

One important means has been to create a system that can later on be used in consumer behavior research.  The bifurcation capability means that the system can be used to test the impact of different layouts of the web site – or of different sales offerings – in the same way direct marketing methods work.  This system will be able to present different layouts of the site or offerings to randomized groups of visitors.  Their responses, in the form of movements within the site, purchase frequencies, etc., can then be measured by the system.

Place, publisher, year, edition, pages
New York: TAGA office, Rochester , 2000. 67-87 p.
National Category
Computer Science Media and Communication Technology Human Aspects of ICT
URN: urn:nbn:se:su:diva-84293OAI: diva2:579524
TAGA 2000
Available from: 2012-12-20 Created: 2012-12-20 Last updated: 2013-01-09
In thesis
1. Strategies for enhancing consumer interaction in electronic retailing
Open this publication in new window or tab >>Strategies for enhancing consumer interaction in electronic retailing
2001 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

During recent years, the potential for electronic commerce via the Internet has been intensively discussed. A strong vision of e-commerce as a business with great potential has been established. In the mean time different signs of problems in connection with e-commerce have been observed. The comprehensive empirical material concerning consumers’ impressions and experiences of e-commerce indicates that important qualities in the business are missing. This dissertation seeks to examine the potential for e-commerce by identifying and analysing factors that are important for the consumers in making use of the new medium. Based on the results obtained, new systems and strategies that could facilitate the interaction between e-trading companies and consumers are discussed. The study starts with the identification of five factors that affect the consumer’s possibilities of making use of the products and services in an e-commerce environment. The factors are: Attention, experiences, Social interaction, Physical contact with the products, and Consumer trust. Three strategies with the aim to improve the interaction between consumers and e-trading companies are proposed, based on the analysis. The strategies are developed and examined in six research papers forming the basis of this dissertation. Three papers discuss the use of personalization systems and autonomous agents in e-commerce. These contribute to the formation of a strategy called Analytical technology. One paper deals with the study of an advanced multimedia user interface distributed by means of a broadband portal. The strategy behind this is called the Hypermedia interface. Two papers discuss the combination of different retailing channels arranged in close connection. The proposed strategy is named Multi-Channel Retailing. The results of the studies indicate that all three strategies can give important contributions to the establishment of ease-of-use in e-commerce. The Multi-Channel Retailing strategy seems to be the most useful strategy in the short run. This is due to the fact that the necessary infrastructure already exists. The Analytical technology strategy and the Hypermediacy interface strategy have the potential to become important strategies in the future of e-commerce. However, a more common implementation cannot be expected until these systems have been further developed. Key words: e-commerce, consumers, interaction, autonomous agents, personalization, hypermedia interface, broadband, multi-channel retailing.

Place, publisher, year, edition, pages
Stockholm: KTH, Royal Institute of Technology, 2001. 170 p.
National Category
Media and Communication Technology Human Aspects of ICT
urn:nbn:se:su:diva-84381 (URN)91-7283-194-4 (ISBN)
Available from: 2012-12-21 Created: 2012-12-20 Last updated: 2012-12-21Bibliographically approved

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