کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
515906 867139 2011 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Interpreting the web-mining results by cognitive map and association rule approach
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر نرم افزارهای علوم کامپیوتر
پیش نمایش صفحه اول مقاله
Interpreting the web-mining results by cognitive map and association rule approach
چکیده انگلیسی

A variety of the web-mining techniques are now being extensively utilized to extract useful knowledge about customer behaviors on the Internet. However, the naive interpretation of the web-mining results would lead to poor decision on customer behaviors, which is likely to cause waste of time and efforts on managing electronic commerce strategy. To overcome this pitfall, this study proposes using the cognitive map-based interpretation of the web-mining results. Conventional approach to obtaining the web-mining results is based on the association rule approach (ARA), while the cognitive map approach (CMA) is believed to provide more robust support in interpreting the web-mining results. Therefore, to compare the interpretation capability of the two approaches, the four constructs such as perceived usefulness, causality, information richness, users’ attitude and intention to use the approaches are adopted in the research model and tested against the questionnaire data. The test results obtained through applying the structural equation models reveal that CMA is comparable to ARA and the cognitive map has a great potential in helping enrich the interpretation of the web mining results and build more effective Internet business strategy.

Research highlights
► Interpret the web-mining results more richly.
► Usefulness of cognitive map in data mining output analysis.
► Improve the web mining tasks’ usefulness.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Information Processing & Management - Volume 47, Issue 4, July 2011, Pages 482–490
نویسندگان
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