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Folia Oeconomica Stetinensia

The Journal of University of Szczecin

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E-Commerce Customers’ Preference Implicit Identification

Tomasz Zdziebko Ph.D.
  • Corresponding author
  • University of Szczecin Faculty of Economics and Management Institute of IT in Management Mickiewicza 64, 71-101 Szczecin, Poland
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Published Online: 2013-03-15 | DOI: https://doi.org/10.2478/v10031-012-0024-7


Knowledge of users’ preferences are of high value for every e-commerce website. It can be used to improve customers’ loyalty by presenting personalized products’ recommendations. A user’s interest in a particular product can be estimated by observing his or her behaviors. Implicit methods are less accurate than the explicit ones, but implicit observation is done without interruption of having to give ratings for viewed items. This article presents results of e-commerce customers’ preference identification study. During the study the author’s extension for FireFox browser was used to collect participants’ behavior and preference data. Based on them over thirty implicit indicators were calculated. As a final result the decision tree model for prediction of e-customer products preference was build.

Keywords : implicit feedback; recommender systems; preference modeling; e-commerce; decision trees

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About the article

Published Online: 2013-03-15

Published in Print: 2012-01-01

Citation Information: Folia Oeconomica Stetinensia, Volume 11, Issue 1, Pages 33–46, ISSN (Online) 1898-0198, ISSN (Print) 1730-4237, DOI: https://doi.org/10.2478/v10031-012-0024-7.

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