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Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications
Xu, David Jingjun1; Liao, Stephen Shaoyi2,3; Li, Qiudan4
2008-02-01
发表期刊DECISION SUPPORT SYSTEMS
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
被引频次:75[WOS]   [WOS记录]     [WOS相关记录]
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
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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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