Web环境下商品的个性化展示方法研究
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摘要
为了改善网络用户的购物体验，提高电子商务网站的营销效果和经营业绩，本文围绕如何有效的通过有限的页面资源向消费者传递商品信息这一问题，引入认知心理学、Web可用性设计、网络用户建模等相关领域知识，通过对商品信息展示页面的表示方法、可用性评价和消费者页面浏览行为的影响因素与机理的深入研究，构建了相关的系列模型和方法，如商品展示页面表示模型、页面可用性评价方法、消费者认知风格推理方法、消费者浏览偏好预测模型、页面个性化配置模型等，以此为基础提出了一套针对电子商务网站商品的个性化展示方法。
本文研究内容与主要创新点包括如下几个方面：
①引入视线跟踪法作为Web页面浏览行为研究的工具，为实证研究、可用性评价和用户建模提供了新的数据来源。
②从可用性视角研究电子商务网站的页面设计，针对商品展示页面构建了实用有效的可用性表示与评价模型，解决了在页面布局可用性等方面缺乏定量评价模型的难题。
③引入认知心理学相关理论，通过实证研究揭示了消费者认知风格与其浏览偏好之间的关联关系。
④将个性化推荐延伸到展示方式的个性化，在网络用户建模中引入认知风格等用户特征来提升个性化推荐的效果，拓展了网络用户建模的应用领域。
为了验证方法的可行性和模型的有效性，本文以淘宝商城、卓越网、拍拍网等电子商务网站的商品展示页面为基础，设计了两个综合实验，结果表明，本文所提出的系列模型和方法具有较好的可行性和有效性，得到的结论科学合理，具有较强的实用性和一定的应用推广价值。
本文的研究拓展了个性化推荐、可用性设计、网络用户行为和用户建模的研究领域，对改善和提高用户体验、消费者满意度和电子商务企业经营效率具有重要意义。
In order to improve the shopping experience for Internet users and the marketingeffectiveness for E-commerce website, this dissertation focused on how to effectivelytransfer product information to consumers on the limited webpages resource. First,introducing the knowledge of cognitive psychology, web usability design and networkuser modeling, two method and a theory was deep studied, them is the representationand usability evaluation method on the retailer's content page presenting productinformation and the factors and mechanisms of consumer browsing behavior onwebpage. Then, a series of models and methods was constructed with the researchobjectives, such as the representation model of product presentation webpages, theusability evaluation methods of webpages, the method of consumer cognitive styleinference, the model of consumer browsing preferences prediction, the personalizedconfiguration models of webpages. Finally, a personalized presentation method ofproduct for E-commerce websites has been proposed built on the models and themethods.
The innovation of this dissertation is mainly manifested in the following aspects:
(1) It has been provided additional data sources for user modeling and empiricalstudy that the eye tracking methodology was introduced as a tool for webpage browsingbehavior research.
(2) In order to solve the problems of lack of quantitative layout usability evaluationmodel on webpage, the representation and usability evaluation model of productpresentation webpages have been proposed on the basis that the webpages design ofe-commerce website was studied from the web usability perspective.
(3) Introducing cognitive psychology theory, the relationship between consumercognitive style and their browsing preferences has been revealed with empirical study.
(4) In order to increase the effect of personalized recommendation, cognitive style,and other user personalization features were introduced user modeling. So thepersonalized recommendation has been expended on the personalized presentation.These studies expand the application field of network user modeling.
In order to verify the feasibility and effectiveness of the model or approach, thedissertation was designed with two integrated experiment based on the presentationwebpage of product in Taobao Mall, Amazon, PaiPai and other e-commerce sites. Experimental results demonstrate that the series models and methods in this dissertationhave good feasibility and effectiveness, the conclusions are scientific and reasonable,and the research has a strong practical significance and value.
本文研究内容与主要创新点包括如下几个方面：
①引入视线跟踪法作为Web页面浏览行为研究的工具，为实证研究、可用性评价和用户建模提供了新的数据来源。
②从可用性视角研究电子商务网站的页面设计，针对商品展示页面构建了实用有效的可用性表示与评价模型，解决了在页面布局可用性等方面缺乏定量评价模型的难题。
③引入认知心理学相关理论，通过实证研究揭示了消费者认知风格与其浏览偏好之间的关联关系。
④将个性化推荐延伸到展示方式的个性化，在网络用户建模中引入认知风格等用户特征来提升个性化推荐的效果，拓展了网络用户建模的应用领域。
为了验证方法的可行性和模型的有效性，本文以淘宝商城、卓越网、拍拍网等电子商务网站的商品展示页面为基础，设计了两个综合实验，结果表明，本文所提出的系列模型和方法具有较好的可行性和有效性，得到的结论科学合理，具有较强的实用性和一定的应用推广价值。
本文的研究拓展了个性化推荐、可用性设计、网络用户行为和用户建模的研究领域，对改善和提高用户体验、消费者满意度和电子商务企业经营效率具有重要意义。
In order to improve the shopping experience for Internet users and the marketingeffectiveness for E-commerce website, this dissertation focused on how to effectivelytransfer product information to consumers on the limited webpages resource. First,introducing the knowledge of cognitive psychology, web usability design and networkuser modeling, two method and a theory was deep studied, them is the representationand usability evaluation method on the retailer's content page presenting productinformation and the factors and mechanisms of consumer browsing behavior onwebpage. Then, a series of models and methods was constructed with the researchobjectives, such as the representation model of product presentation webpages, theusability evaluation methods of webpages, the method of consumer cognitive styleinference, the model of consumer browsing preferences prediction, the personalizedconfiguration models of webpages. Finally, a personalized presentation method ofproduct for E-commerce websites has been proposed built on the models and themethods.
The innovation of this dissertation is mainly manifested in the following aspects:
(1) It has been provided additional data sources for user modeling and empiricalstudy that the eye tracking methodology was introduced as a tool for webpage browsingbehavior research.
(2) In order to solve the problems of lack of quantitative layout usability evaluationmodel on webpage, the representation and usability evaluation model of productpresentation webpages have been proposed on the basis that the webpages design ofe-commerce website was studied from the web usability perspective.
(3) Introducing cognitive psychology theory, the relationship between consumercognitive style and their browsing preferences has been revealed with empirical study.
(4) In order to increase the effect of personalized recommendation, cognitive style,and other user personalization features were introduced user modeling. So thepersonalized recommendation has been expended on the personalized presentation.These studies expand the application field of network user modeling.
In order to verify the feasibility and effectiveness of the model or approach, thedissertation was designed with two integrated experiment based on the presentationwebpage of product in Taobao Mall, Amazon, PaiPai and other e-commerce sites. Experimental results demonstrate that the series models and methods in this dissertationhave good feasibility and effectiveness, the conclusions are scientific and reasonable,and the research has a strong practical significance and value.
引文
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