کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
552886 | 873291 | 2008 | 15 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications
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کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
سیستم های اطلاعاتی
پیش نمایش صفحه اول مقاله
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چکیده انگلیسی
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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Decision Support Systems - Volume 44, Issue 3, February 2008, Pages 710–724
Journal: Decision Support Systems - Volume 44, Issue 3, February 2008, Pages 710–724
نویسندگان
David Jingjun Xu, Stephen Shaoyi Liao, Qiudan Li,