Catálogo de publicaciones - libros

User models are important tools for personalization, especially in ecommerce applications. But capturing dynamically changing user needs is a challenge. One of the reasons for such difficulty is that the purchasing behavior of an individual is based on a number of different aspects. In this paper we identify these aspects as a combination of demographics, domain based expectations and transactions. Since each individual can demonstrate a unique combination of these aspects, to achieve finer personalization, such individuality will have to be captured in user models. In this paper we propose such a user model architecture, which also has the ability to self-improve adapting to changes of individual behavior and long term modeling possibilities.

Successful negotiators prepare by determining their position along five dimensions. We introduce a negotiation model based on these dimensions and on two primitive concepts: (degree of closeness) and (degree of fairness). The is a pair of matrices that evaluate both an agent’s contribution to the relationship and its opponent’s contribution each from an information view and from a utilitarian view. The is the difference between these matrices. A maintains a for each relationship that an agent would like the relationship to move towards in future. The maintains a set of Options that are in-line with the current intimacy level, and then wrap the Options in argumentation with the aim of attaining a successful deal manipulating the successive negotiation balances towards the target intimacy.

Service matchmaking is the process of finding appropriate services for a given set of requirements. We present a novel service matchmaking approach based on the internal process of services. We model service internal processes using finite state machines and use various heuristics to find structural similarities between services. Further, we use a process ontology that captures the semantic relations between processes. This semantic information is then used to determine semantic similarities between processes and to compute match rates of services. We develop a case study to illustrate the benefits of using process-based matchmaking of services and to evaluate strengths of the different heuristics we propose.

Nowadays, Web services provide only raw data. However, Web service consumers need Web services with new features that allow them to obtain data with specific presentation properties. In this paper, we present an approach to develop Web services that incorporate presentation properties from a methodological point of view. To do this, we based on the models proposed by the model-driven development method OO-Method / OOWS. To document our approach, we apply our ideas to a real case study of a Web application to manage University Research Groups.

Large organizations have invested substantial financial resources in information technology (IT) over the last few decades. However, many organizations have discovered that they have not yet fully reaped the B2BEC benefits from their IT investments. A model of IT evaluation management is proposed in this paper to examine: (1) the relationship between the adoption of ITEM and B2BEC benefits; and (2) the impact of organizational characteristics (e.g. organizational IT maturity and IT evaluation resources (ITER) allocation) on the relationship between the adoption of ITEM and B2BEC benefits. The cross-national survey results provide empirical evidence in support of our proposed model, and demonstrate that: (a) the level of organizational IT maturity has a direct and significant impact on the adoption of ITEM; (b) the adoption of ITEM has a positive relationship with the ITER allocation; and (c) the ITER allocation has a significant direct influence on B2BEC benefits.

The potential of mobile electronic business (m-business) applications and wireless technologies has created interdisciplinary interest among researchers in the fields of computer science, business administration, and the social sciences. However, one preeminent inter-discipline has yet found little systematic inclusion: organizational behavior (OB), a study field of business administration relating to psychology. This paper highlights the three levels of OB and articulates typical questions with behavioral emphasis arising from the use of mobile applications in organizations. Empirical insights on the mobile workers gained across nine industries suggest that any research agenda addressing the effect of m-business on OB levels should reflect industrial differences. Building on the mobile workforce concept, a three-dimensional reference framework is presented as a guide for a behavioristic research agenda.

Online keyword auctions, in which marketers bid for advertising slots along the search engine results, have become a new channel of advertisement. To better manage the advertisement campaign, a key challenge for advertisers is to predict each keyword’s bidding price and effectiveness (e.g. click through rate), which are not priorly known to the individual advertiser. This paper identifies those relevant variables affecting auction strategy and models them in causal connections using history data in order to simulate the bidding behavior. We verified the effective necessaries of these predictions using empirical auction data, and our result indicated that the prediction with Bayesian Network produce close-to-reality results.

In the last years, newspaper publishing is one of the activities that have been more affected by the development of the Internet. The appearance of the new digital media has brought far-reaching changes in this sector. This research is one of the first studies that analyse online press reader behaviour on the Internet. Thus, this research studies the key factors that could influence on the choice of digital newspapers. More specifically, this study focuses on the analysis of the effect of usability of the digital newspapers, reputation, trust, privacy and familiarity with the websites, on the final choice of digital dailies. For that, a survey on the Internet was applied. The scales were validated and refined, after which the hypotheses were tested by way of a structural equation model. It was possible to find out that there is an intense effect of usability and familiarity with the websites on the choice of electronic newspaper. However, reputation and trust to the websites do not influence significantly on the choice of digital dailies. In this way, we must note that readers do not perceive risk or costs derived from making wrong choices, because the change of news´ supplier is fast and easy. Also, privacy has not a significant influence on the final reading of digital newspaper. This could be explained by the fact that readers should not usually give personal data to the daily website, except in the case of subscription to special services. In this case, the information is not too private. Consequently, the main aspects which justify digital newspaper reading should be considered by the management in order to potentate its use. Also, newspaper firms should make efforts to improve the levels of usability of their websites. Moreover, digital dailies should develop strategies in order to ensure loyal readers that could be familiarized with the new medium.

Identifying the Web Experience components and understanding their role as inputs in the online customer’s decision-making process is the first step in developing and delivering an attractive online presence, likely to have the maximum impact on Internet users. Based on background literature, this study is focused on the effects of five web experience factors on virtual buying behaviour, specifically, on the choice of a virtual vendor. Additionally, in the model two user behavioural variables –motivation and experience – have been included in order to analyze their impact on web experience elements and, in consequence, on the choice of online vendors. An online consumer survey was held in a realistic virtual shopping environment. The main results of the empirical study show that four of the five web experience components analyzed (i.e., usability, trust-building, marketing mix, and aesthetics) have a positive and significant effect on the choice of e-vendor while interactivity does not have any significant effect in this choice. Experience is also an influential variable while buying motives do not substantially affect the online customer behaviour.

The main purpose of the study is to investigate how different dimensions of consumer perception and consumer attitude may affect behaviour in electronic commerce environments. Consumer behaviour, its antecedents and outcomes, and the relationship between consumer perception, consumer attitudes and fashion effect have been analyzed at a customer level. The results indicated that fashion effect affect consumer’s behaviour in electronic commerce environments. The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing, but more studies are needed. The main contribution of this paper is the completion of an exhaustive analysis of the fashion effect and its antecedents. On one hand, it is a pioneer in the study of the influence of fashion effect on electronic commerce and, on other hand, it confirms results from other researches in the traditional commerce environments.