Theoretical Model of User Acceptance: in the view of Measuring Success in Web Personalization

Abstract. This paper attempts to develop a theoretical acceptance model for measuring Web personalization success. Key factors impacting Web personalization acceptance are identified from a detailed literature review. The final model is then cast in a structural equation modeling (SEM) framework comprising nineteen manifest variables, which are grouped into three focal behaviors of Web users. These variables could provide a framework for better understanding of numerous factors that contribute to the success measures of Web personalization technology. Especially, those concerning the quality of personalized features and how personalized information through personalized Website can be delivered to the user. The interrelationship between success constructs is also explained. Empirical validations of this theoretical model are expected on future research

Computational Intelligence Techniques for Web personalization

Computational Intelligence (CI) paradigms reveal to be potential tools to face under the Web uncertainty. In particular, CI techniques may be properly exploited to handle Web usage data and develop Web-based applications tailored on users preferences. The main rationale behind this success is the synergy resulting from CI components, such as fuzzy logic, neural networks and genetic algorithms. In fact, rather than being competitive, each of these computing paradigms provides complementary reasoning and searching methods that allow the use of domain knowledge and empirical data to solve complex problems. This paper focuses on the major Computational Intelligent combinations applied in the context of Web personalization, by providing different examples of intelligent systems which have been designed to provide Web users with the information they search, without expecting them to ask for it explicitly. In particular, this paper emphasizes the suitability of hybrid schemes deriving from the profitable combination of different CI methodologies for the development of effective Web personalization systems