Integrating web mining and neural network for personalized e-commerce automatic service

Pao-Hua Chou, Pi-Hsiang Li, Kuang-Ku Chen, Menq-Jiun Wu
2010 Expert systems with applications  
Electronic commerce (EC) has become a trend in the world nowadays. However, most researches neglect a fundamental issue -the user's product-specific knowledge on which the useful intelligent systems are based. This research employs the user's product-specific knowledge and mine his/her interior desire on appropriate target products as a part of personalization process to construct the overall EC strategy for businesses. This paper illustrates a novel web usage mining approach, based on the
more » ... nce mining technique applied to user's navigation behaviour, to discover patterns in the navigation of websites. Three critical contributions are made in this paper: (1) using the footstep graph to visualize the user's click-stream data and any interesting pattern can be detected more easily and quickly; (2) illustrating a novel sequence mining approach to identify pre-designated user navigation patterns automatically and integrates back-propagation network (BPN) model smoothly; and (3) applying the empirical research to indicate that the proposed approach can predict and categorize the users' navigation behaviour with high accuracy.
doi:10.1016/j.eswa.2009.09.047 fatcat:xweo4it4kvcmtmsfuhll7nxise