Title page for etd-0626101-145328


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URN etd-0626101-145328
Author Chiang-Luan Liu
Author's Email Address chiangluan@taiwan.com
Statistics This thesis had been viewed 5331 times. Download 3078 times.
Department Information Management
Year 2000
Semester 2
Degree Master
Type of Document
Language English
Title The Study of Applying Category Management on Adaptive Customer-centered Online Catalogs
Date of Defense 2001-06-13
Page Count 70
Keyword
  • Online Category Management
  • Online Catalog
  • Electronic Commerce
  • Market Segmentation
  • Adaptation of Web Page
  • Abstract 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.
    Advisory Committee
  • Chin-Fu Ho - chair
  • Fu-ren Lin - co-chair
  • Te-min Chang - advisor
  • Files
  • etd-0626101-145328.pdf
  • indicate access worldwide
    Date of Submission 2001-06-26

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