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Tailoring the Interaction With Users in Electronic Shops ? Liliana Ardissono and Anna Goy

Summary: Tailoring the Interaction With Users in Electronic Shops ?
Liliana Ardissono and Anna Goy
Dipartimento di Informatica, Universit‘a di Torino
C.so Svizzera 185; 10149 Torino, Italy
E­mail: fliliana, goyg@di.unito.it
Abstract. We describe the user modeling and personalization techniques adopted in SETA,
a shell supporting the construction of adaptive Web stores which customize the interactions
with users, suggesting the items best fitting their needs, and adapting the description of
the store catalog to their preferences and expertise. SETA uses stereotypical information
to handle the user models and applies personalization rules to dynamically generate the
hypertextual pages presenting products: the system adapts the graphical aspect, length and
terminology used in the descriptions to the user's receptivity, expertise and interests. More­
over, it maintains a profile associated to each person the goods are selected for, to provide
multiple criteria for the selection of items, tailored to the beneficiaries' preferences.
1 Introduction
With the expansion of Internet, tools have been built to help vendors to set up Web stores, building
the store databases and managing the order processing and payment transactions. These tools
typically do not focus on issues like the personalization of the interaction with the customers.
However, Web stores are characterized by two main features:
-- Since they are accessed by heterogeneous users, they should satisfy different preferences in


Source: Ardissono, Liliana - Dipartimento di Informatica, Università di Torino


Collections: Computer Technologies and Information Sciences