Adaptive Decision Support System (ADSS) for B2C ECommerce Faisal Al-Qaed
Alistair Sutcliffe
School of Informatics University of Manchester Manchester, UK +447887972257
School of Informatics University of Manchester Manchester, UK +441613063315
[email protected]
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1. INTRODUCTION "#(! '6,(3-! +1! 8/(*-)+3$*! :+00()*(! B89:+00()*(C>! 1)+0! -#(! Q2%$3(%%! -+! :+3%20()! BQK:C! &()%&(*-$,(>! #'%! +&(3(6! 3(!.2;()%!.(3(1$-! 1)+0! *+3,(3$(3-! '**(%%! -+! $31+)0'-$+3! '36! *+00()*(! !-#(!*2))(3-!*+3,()%$+3! )'-(%!')(!%-$//!,();!/+
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Figure 1: Contingent Strategy Selection - Adapted from [35] ?**+)6$34! -+! ?@a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
3.2.3 Decision Tools H3(!*)2*$'/!-'%7!1+)!89:+00()*(!%;%-(0%!$%!-+!#(/&!.2;()%!1$36! &)+62*-%! -#'-! 3+-! +3/;! %'-$%1;! -#($)! &)(1()(3*(%! .2-! '/%+! )(62*(! -#($)! %(')*#! (11+)-D! ?%! '! )(%2/->! %$=! 6(*$%$+3! -++/%! ')(! &)+&+%(6! 1+//+! Q(%-9k'/2(! -++/>! d'37(69i$%-! -++/>! :+3*(&-9a'&!-++/>!@(*$%$+3!")((!-++/>!'36!-#(!l++63(%%9+19[$-! '36! F($4#-$34! -++/D! "#(! )'-$+3'/(! 1+)! -#$%! *#+$*(! +1! -++/%! $%! %200')$G(6!'%!1+//+! :a! B:+0&')$%+3! a'-)$=! B-'./(! 6$%&/';CC! &)+,$6(%! '3! (11(*-$,(! ! -#(%(! -++/%! ')(! *+0.$3(6!-+!*)('-(!-#(![$/-()$34!-++/!B[$42)(!VCD!
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User
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! Figure 2: Conceptual Framework of ADSS [$42)(! K! %#+
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4. REQUIREMENTS ANALYSIS STUDY "#$%! %(*-$+3! )(&+)-%! '! .)$(1! &)(/$0$3');! %-26;! +1! 2%()! )(E2$)(0(3-%! 1+)! ?@AA! ! %(/(*-$,$-;! +1! $31+)0'-$+3>! 6(1$3$34!-#)(%#+/6%>!(/$0$3'-$+3>!%'-$%1$*$34>!(-*D!"#$)6!')(!-++/%! )(*+00(36'-$+3%! '**+)6$34! -+! -#(! b%()! a+6(/! '36! _)+62*-! a+6(/! $3! 6(*$%$+3! )2/(%! -'./(! B%((! [$42)(! e! 1+)! (='0&/(CD! A((! [$42)(!X!1+)!'3!?,'-')!'6,$*(!(='0&/(!2%$34!a$*)+%+1-!?4(3-%! -(*#3+/+4;!! "'./(! 1$/-()$34>!l++63(%%9+191$->!@(*$%$+3!-)((>!F($4#-(6!0'-)$=C!! -#(! (11(*-! +1! '6,$*(! !')(!#$4#/;!0+-$,'-(6!-+!(=&/+)(!-#(!&)+62*-!%&'*(!'36!;+2! #',(! 3+! 6(1$3(6! &)(1()(3*(%h!
Figure 10: Decision Tool Selection in Four Different Scenarios!
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! Figure 11: ADSS High-Level Architecture "#(!1+//+! 6$11()(3-! /(,(/%! +1! '6,$*(! %#+2/6! .(! &)+,$6(6! -+! -#(! 2%()%! $3! 6$11()(3-! %*(3')$+%! -+! %'-$%1;! -#($)! )(E2$)(0(3-%D! "#(! 6(*$%$+3! -++/%! %(/(*-(6! .;! -#(! %2.^(*-%! $3! ('*#! %*(3')$+! $0&/;! -#'-! -#(;! &)(1()! '! &')-$*2/')! 6(*$%$+3! -++/! '**+)6$34! -+! -#(! %*(3')$+%`! )(E2$)(0(3-%D! "#(%(! 6$11()(3-! 6(*$%$+3! -++/%! '36! '6,$*(! *+2/6! %2&&+)-!2%()%!$3!0'7$34!-#($)!6(*$%$+3!0+)(!(11(*-$,(/;D!
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"#(!3(=-!%-(&!$%!-+!(,'/2'-(!-#(!%;%-(0!$3!2%'.$/$-;!(=&()$0(3-%! -+! (=&/+)(! -#(! 2%()! )(E2$)(0(3-%>! &)+./(0%! '36! 6$11$*2/-$(%>! '%! !iDdD!'36!"DdD!a$-*#(//>!A Contingency Model for the Selection of Decisions Strategies.!"#(!?*'6(0;!+1! a'3'4(0(3-!d(,$(!UX]eD!vol. 3B3+DVCN!&&D!JVX9JJXD! JD! Q(--0'3>!gDdD>!aDdD!i2*(>!'36!gDFD!_';3(>!Constructive Consumer Choice Processes.!g+2)3'/!+1!:+3%20()! d(%(')*#>!UXXeD!vol. 25B3+D!VCN!&&D!Ue]9KU]D! ZD! Q$*70+)(>!"D!'36!gD!:'%%(//D!Relational agents: a model and implementation of building user trustD!$3!Proceedings of the SIGCHI conference on Human factors in computing systemsD!KYYUD!F'%#$34-+3>!bA?N!?:a!_)(%%D! TD! Q$*70+)(>!"D!'36!gD!:'%%(//D!Social Dialogue with Embodied Conversational AgentsD!$3!Natural, Intelligent and Effective Interaction with Multimodal Dialogue SystemsD!KYYJD!W(!bA?N!P/2!UXXTD! eD! Q+3#')6>!_D!'36!aD?D!A'%%(D!"I thought it was terrible and everyone else loved it" - A New Perspective for Effective Recommender System DesignD!$3!Proceedings of HCI 2005D!KYYZD!86$3.2)4#>!A*+-/'36N!A&)$34()D! XD! Q)2%$/+,%7;>!_D>!Methods and Techniques of Adaptive Hypermedia.!b%()!a+6(/$34!'36!b%()9?6'&-(6! R3-()'*-$+3>!UXXTD!vol. 6B3+D!K9VCN!&&!e]9UKXD! UYD! :')6>!AD>!gD!a'*7$3/';>!'36!QD!A#3($6()0'3>!Readings in Information Visualization: Using Vision to ThinkD!UXXXN! a+)4'3!P'210'33!_2./$%#()%>!:?D!
5.4 Scenarios of Use of the Decision Tools "'./(! K! %200')$G(%! %*(3')$+%! +1! 2%(! +1! -#(! 6(*$%$+3! -++/%! '36! (='0&/(%!+1!('*#!6(*$%$+3!-++/!%2&&+)-D! Table 2: Decision Tools Scenarios of Use Tool Name
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6. CONCLUSION AND FUTURE WORK "#$%! &'&()! &)(%(3-(6! '! 3+,(/! *+3*(&-! +1! ?@AA! 2%$34! '! *+0.$3'-$+3! +1! 6(*$%$+3! -++/%! '36! '6,$*(! 6$'/+42(%! -+! %2&&+)-! 89:+00()*(! *+3%20()%! $3! -#($)! 6(*$%$+3! 0'7$34! &)+*(%%D! R3! '66$-$+3>! '! &)(/$0$3');! )(E2$)(0(3-%! $3,(%-$4'-$+3! #'%! .((3! 6(%*)$.(6!!?/.()-'N!A&)$34()D! KeD! a'//'*#>!8DlD>!Decision Support and Data Warehouse SystemsD!KYYY>!bA?N!a*l)'!UXX]D!vol. 7B3+D! VCN!&&D!UJU9U]eD! VVD! H5P((1(>!dDaD!'36!"D!a*8'*#()3!Web-Based Customer Decision Support Systems>!$3!Communications of the ACMD!UXXeD!&&D!]U!9!]eD! VJD! _'2/>!AD!'36!cD!a'D!A Discussion of Web-Based Consumer Decision Support Systems (WCDSS) and Their EffectivenessD!$3!Ninth Americas Conference on Information SystemsD!KYYVD!bA?N!?a:RAD! VZD! _';3(>!gDFD>!gDdD!Q(--0'3>!'36!8DgD!g+#3%+3>!The Adaptive Decision MakerD!UXXV>!:'0.)$64(>!834/'36N!:'0.)$64(! b3$,()%$-;!_)(%%D! VTD! _(6()%(3>!_D8D>!Behavioral Effects of Using Software Agents for Product and Merchant Brokering: An Experimental Study of Consumer Decision Making.! R3-()3'-$+3'/!g+2)3'/!+1!8/(*-)+3$*!:+00()*(>!KYYYD!vol. 5N!&&D!UKZ9UJUD! V]D! _(/'*#'26>!:D!'36!aD!Q$/,$D!Computational Model of Believable Conversational AgentsD!$3!Communication in MAS: background, current trends and futureD!KYYVN! A&)$34()9k()/'4D! VeD! _2>!_D!'36!iD!:#(3D!Integrating Tradeoff Support in Product Search Tools for E-Commerce SitesD!$3! Proceedings of the 6th ACM conference on Electronic commerceD!KYYZD!k'3*+2,()>!Q:>!:'3'6'N!?:a!_)(%%D! VXD! _2>!_D!'36!_D!P20')D!Evaluating Example-based Search ToolsD!$3!Proceedings of the 5th ACM conference on Electronic commerceD!KYYJD!W(!Wr>!bA?N!?:a! _)(%%D! JYD! d((,(%>!QD!'36!:D!W'%%>!The Media Equation. How people treat computers, television and new media like real people and placesD!UXXT>!A-'31+)6>!:?N!:'0.)$64(!b3$,()%$-;! _)(%%D! JUD! d$*#')0(>!aD>!Consumer Decision-Making Models, Strategies, and Theories, Oh My!!KYYJ>!@(*$%$+3!?3'/;%-D! JKD! d$(4(/%.()4()>!gD>!aD?D!A'%%(>!'36!gD@D!a*:')-#;D!Rich Media, Poor Judgement? A Study of Media Effects on Users' Trust in ExpertiseD!$3!Proceedings of HCI 2005D! KYYZD!86$3.2)4#>!A*+-/'36N!A&)$34()D! JVD! d+.(;>!@D!'36!FD!"'44')->!Human Information Processing in Information and Decision Support Systems.! aRA!c2')-()/;>!UXeKD!vol. 6B3+D!KCN!&&D!TU9]VD! JJD! d+%%+3>!aDQD!'36!gDaD!:'))+//>!Usability Engineering: Scenario-Based Development of Human Computer InteractionD!KYYKN!a+)4'3!P'210'33!_2./$%#()%D! JZD! A#')6'3'36>!bD!'36!_D!a'(%D!Social Information Filtering: Algorithms for Automating 'Word of Mouth'D!$3!
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