CASIA OpenIR  > 09年以前成果
Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications
Xu, David Jingjun1; Liao, Stephen Shaoyi2,3; Li, Qiudan4
Source PublicationDECISION SUPPORT SYSTEMS
2008-02-01
Volume44Issue:3Pages:710-724
SubtypeArticle
AbstractWe 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.
KeywordMobile Commerce Bayesian Networks User Modeling Mobile Advertising Personalization
WOS HeadingsScience & Technology ; Technology
Indexed BySCI ; SSCI
Language英语
WOS Research AreaComputer Science ; Operations Research & Management Science
WOS SubjectComputer Science, Artificial Intelligence ; Computer Science, Information Systems ; Operations Research & Management Science
WOS IDWOS:000252846100010
Citation statistics
Cited Times:80[WOS]   [WOS Record]     [Related Records in WOS]
Document Type期刊论文
Identifierhttp://ir.ia.ac.cn/handle/173211/9578
Collection09年以前成果
Affiliation1.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
Recommended Citation
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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