Personality-Based Personalization of Online Store Features Using Genetic Programming: Analysis and Experiment

Abstract:The decisions made by the customers in online environments are influenced by their personality characteristics. Each customer in an online environment relies more heavily on certain features of a store to make decisions while ignoring others. Thus, personalizing these features may streamlin...

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Autores principales:	Kazeminia,Alireza, Kaedi,Marjan, Ganji,Beenazir
Lenguaje:	English
Publicado:	Universidad de Talca 2019
Materias:	Personalization Online shopping Personality Decision-making style Genetic Programming
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000100103
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spelling	oai:scielo:S0718-187620190001001032019-02-28Personality-Based Personalization of Online Store Features Using Genetic Programming: Analysis and ExperimentKazeminia,AlirezaKaedi,MarjanGanji,Beenazir Personalization Online shopping Personality Decision-making style Genetic Programming Abstract:The decisions made by the customers in online environments are influenced by their personality characteristics. Each customer in an online environment relies more heavily on certain features of a store to make decisions while ignoring others. Thus, personalizing these features may streamline the decision-making process and increase satisfaction. In this paper, an intelligent method for personalizing the features of an online store according to the users’ personality is presented. In the proposed method, using genetic programming several equations are developed to estimate how users with different personality characteristics prefer various features of an online store. These equations are then used for personalization of the store features to increase customers’ satisfaction and persuade them to make larger purchases. The evaluation on a sample of 194 individuals indicates that the obtained equations are able to estimate the user’s preferences with over 80% accuracy in most cases. In addition, empirical assessment of the obtained equations shows that the proposed personalization method improves the user satisfaction.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.14 n.1 20192019-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000100103en10.4067/S0718-18762019000100103
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Personalization Online shopping Personality Decision-making style Genetic Programming
spellingShingle	Personalization Online shopping Personality Decision-making style Genetic Programming Kazeminia,Alireza Kaedi,Marjan Ganji,Beenazir Personality-Based Personalization of Online Store Features Using Genetic Programming: Analysis and Experiment
description	Abstract:The decisions made by the customers in online environments are influenced by their personality characteristics. Each customer in an online environment relies more heavily on certain features of a store to make decisions while ignoring others. Thus, personalizing these features may streamline the decision-making process and increase satisfaction. In this paper, an intelligent method for personalizing the features of an online store according to the users’ personality is presented. In the proposed method, using genetic programming several equations are developed to estimate how users with different personality characteristics prefer various features of an online store. These equations are then used for personalization of the store features to increase customers’ satisfaction and persuade them to make larger purchases. The evaluation on a sample of 194 individuals indicates that the obtained equations are able to estimate the user’s preferences with over 80% accuracy in most cases. In addition, empirical assessment of the obtained equations shows that the proposed personalization method improves the user satisfaction.
author	Kazeminia,Alireza Kaedi,Marjan Ganji,Beenazir
author_facet	Kazeminia,Alireza Kaedi,Marjan Ganji,Beenazir
author_sort	Kazeminia,Alireza
title	Personality-Based Personalization of Online Store Features Using Genetic Programming: Analysis and Experiment
title_short	Personality-Based Personalization of Online Store Features Using Genetic Programming: Analysis and Experiment
title_full	Personality-Based Personalization of Online Store Features Using Genetic Programming: Analysis and Experiment
title_fullStr	Personality-Based Personalization of Online Store Features Using Genetic Programming: Analysis and Experiment
title_full_unstemmed	Personality-Based Personalization of Online Store Features Using Genetic Programming: Analysis and Experiment
title_sort	personality-based personalization of online store features using genetic programming: analysis and experiment
publisher	Universidad de Talca
publishDate	2019
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000100103
work_keys_str_mv	AT kazeminiaalireza personalitybasedpersonalizationofonlinestorefeaturesusinggeneticprogramminganalysisandexperiment AT kaedimarjan personalitybasedpersonalizationofonlinestorefeaturesusinggeneticprogramminganalysisandexperiment AT ganjibeenazir personalitybasedpersonalizationofonlinestorefeaturesusinggeneticprogramminganalysisandexperiment
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Personality-Based Personalization of Online Store Features Using Genetic Programming: Analysis and Experiment

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