Knowledge Commons of Institute of Automation,CAS
Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications | |
Xu, David Jingjun1; Liao, Stephen Shaoyi2,3; Li, Qiudan4 | |
发表期刊 | DECISION SUPPORT SYSTEMS |
2008-02-01 | |
卷号 | 44期号:3页码:710-724 |
文章类型 | Article |
摘要 | We propose a design research approach combining behaviour and engineering techniques to better support user modeling in personalized mobile advertising applications. User modeling is a practical means of enabling personalization; one important method to construct user models is that of Bayesian networks. To identify the Bayesian network structure variables and the prior probabilities, empirical experimentation is adopted and context, content, and user preferences are the salient variables. User data collected from the survey are used to set the prior probabilities for the Bayesian network. Experimental evaluation of the system shows it is effective in improving user attitude toward mobile advertising. (c) 2007 Elsevier B.V All rights reserved. |
关键词 | Mobile Commerce Bayesian Networks User Modeling Mobile Advertising Personalization |
WOS标题词 | Science & Technology ; Technology |
收录类别 | SCI ; SSCI |
语种 | 英语 |
WOS研究方向 | Computer Science ; Operations Research & Management Science |
WOS类目 | Computer Science, Artificial Intelligence ; Computer Science, Information Systems ; Operations Research & Management Science |
WOS记录号 | WOS:000252846100010 |
引用统计 | |
文献类型 | 期刊论文 |
条目标识符 | http://ir.ia.ac.cn/handle/173211/9578 |
专题 | 09年以前成果 |
作者单位 | 1.Univ British Columbia, Sauder Sch Business, Vancouver, BC V5Z 1M9, Canada 2.City Univ Hong Kong, Dept Informat Syst, Hong Kong, Hong Kong, Peoples R China 3.SW Jiao Tong Univ, Sch Econ & Management, Chengdu, Peoples R China 4.Chinese Acad Sci, Inst Automat, Lab Complex Syst & Intelligence, Beijing 100864, Peoples R China |
推荐引用方式 GB/T 7714 | Xu, David Jingjun,Liao, Stephen Shaoyi,Li, Qiudan. Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications[J]. DECISION SUPPORT SYSTEMS,2008,44(3):710-724. |
APA | Xu, David Jingjun,Liao, Stephen Shaoyi,&Li, Qiudan.(2008).Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications.DECISION SUPPORT SYSTEMS,44(3),710-724. |
MLA | Xu, David Jingjun,et al."Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications".DECISION SUPPORT SYSTEMS 44.3(2008):710-724. |
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