Online Recommendation Systems in a B2C E-Commerce Context: A Review and Future Directions

An online recommendation system (RS) involves using information technology and customer information to tailor electronic commerce interactions between a business and individual customers. Extant information systems (IS) studies on RS have approached the phenomenon from many different perspectives, and our understanding of the nature and impacts of RS is fragmented. The current study reviews and synthesizes extant empirical IS studies to provide a coherent view of research on RS and identify gaps and future directions. Specifically, we review 40 empirical studies of RS published in 31 IS journals and five IS conference proceedings between 1990 and 2013. Using a recommendation process theoretical framework, we categorize these studies in three major areas addressed by RS research: understanding consumers, delivering recommendations, and the impacts of RS. We review and synthesize the extant literature in each area and across areas. Based on the review and synthesis, we surface research gaps and provide suggestions and potential directions for future research on recommendation systems

Online advertising: analysis of privacy threats and protection approaches

Online advertising, the pillar of the “free” content on the Web, has revolutionized the marketing business in recent years by creating a myriad of new opportunities for advertisers to reach potential customers. The current advertising model builds upon an intricate infrastructure composed of a variety of intermediary entities and technologies whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, processed and traded behind the scenes at an unprecedented rate. Despite the enormous value of online advertising, however, the intrusiveness and ubiquity of these practices prompt serious privacy concerns. This article surveys the online advertising infrastructure and its supporting technologies, and presents a thorough overview of the underlying privacy risks and the solutions that may mitigate them. We first analyze the threats and potential privacy attackers in this scenario of online advertising. In particular, we examine the main components of the advertising infrastructure in terms of tracking capabilities, data collection, aggregation level and privacy risk, and overview the tracking and data-sharing technologies employed by these components. Then, we conduct a comprehensive survey of the most relevant privacy mechanisms, and classify and compare them on the basis of their privacy guarantees and impact on the Web.Peer ReviewedPostprint (author's final draft

Context for Ubiquitous Data Management

In response to the advance of ubiquitous computing technologies, we believe that for computer systems to be ubiquitous, they must be context-aware. In this paper, we address the impact of context-awareness on ubiquitous data management. To do this, we overview different characteristics of context in order to develop a clear understanding of context, as well as its implications and requirements for context-aware data management. References to recent research activities and applicable techniques are also provided

Research Framework, Strategies, And Applications Of Intelligent Agent Technologies (IATs) In Marketing

In this digital era, marketing theory and practice are being transformed by increasing complexity due to information availability, higher reach and interactions, and faster speeds of transactions. These have led to the adoption of intelligent agent technologies (IATs) by many companies. As IATs are relatively new and technologically complex, several definitions are evolving, and the theory in this area is not yet fully developed. There is a need to provide structure and guidance to marketers to further this emerging stream of research. As a first step, this paper proposes a marketing-centric definition and a systematic taxonomy and framework. The authors, using a grounded theory approach, conduct an extensive literature review and a qualitative study in which interviews with managers from 50 companies in 22 industries reveal the importance of understanding IAT applications and adopting them. Further, the authors propose an integrated conceptual framework with several propositions regarding IAT adoption. This research identifies the gaps in the literature and the need for adoption of IATs in the future of marketing given changing consumer behavior and product and industry characteristics

Research Framework, Strategies, And Applications Of Intelligent Agent Technologies (IATs) In Marketing

In this digital era, marketing theory and practice are being transformed by increasing complexity due to information availability, higher reach and interactions, and faster speeds of transactions. These have led to the adoption of intelligent agent technologies (IATs) by many companies. As IATs are relatively new and technologically complex, several definitions are evolving, and the theory in this area is not yet fully developed. There is a need to provide structure and guidance to marketers to further this emerging stream of research. As a first step, this paper proposes a marketing-centric definition and a systematic taxonomy and framework. The authors, using a grounded theory approach, conduct an extensive literature review and a qualitative study in which interviews with managers from 50 companies in 22 industries reveal the importance of understanding IAT applications and adopting them. Further, the authors propose an integrated conceptual framework with several propositions regarding IAT adoption. This research identifies the gaps in the literature and the need for adoption of IATs in the future of marketing given changing consumer behavior and product and industry characteristics

A Multi-Agent Approach for Provisioning of e-Services in u-Commerce Environments

Purpose: Taking into account the importance of e-commerce and the current applications of AI techniques in this area, this research aims to adequate the design of a multi-agent system for the provisioning of e-services in u-commerce environments. This proposal is centred on the methods of evaluation in a u-e-commerce environment. Design/methodology/approach: The multi-agent systems (MAS) approach is based on an MAS model developed for AmI that has been redesigned to support u-commerce. The use of a recommendation system, previously developed by the research group, is suggested for this MAS. The methodological proposal centres on the evaluation of this type of system. Findings: The evaluation of this type of system is the principal problem of current research. Therefore, this is the main contribution of the paper. Research limitations/implications: The different evaluation methods that are proposed, whether qualitative or quantitative, offer the possibility of measuring the added value that the context can give to the use of e-services in different domains of application. Qualitative evaluation should consider the customer as a central piece in the system. In addition, quantitative methods should objectively evaluate the contribution of context to the application. Practical implications: At present, there is no single method for evaluating the benefits of different u-commerce systems, so a new method needs to be found based on these techniques. Originality/value: The research proposes an MAS designed for u-commerce domains, analyzes the capacity of trust management techniques in this environment, and proposes several evaluation methods to show the benefits of context information in the use of e-services. Several real developments are described to show the different applications of MAS in u-commerce and how evaluation is carried out.This work has been partially supported by Projects CICYT TIN2008-06742-C02-02/TSI, CICYT TEC2008-06732-C02-02/TEC, SINPROB, CAM CONTEXT and DPS2008-07029-C02-02.Publicad

Personalization in cultural heritage: the road travelled and the one ahead

Over the last 20 years, cultural heritage has been a favored domain for personalization research. For years, researchers have experimented with the cutting edge technology of the day; now, with the convergence of internet and wireless technology, and the increasing adoption of the Web as a platform for the publication of information, the visitor is able to exploit cultural heritage material before, during and after the visit, having different goals and requirements in each phase. However, cultural heritage sites have a huge amount of information to present, which must be filtered and personalized in order to enable the individual user to easily access it. Personalization of cultural heritage information requires a system that is able to model the user (e.g., interest, knowledge and other personal characteristics), as well as contextual aspects, select the most appropriate content, and deliver it in the most suitable way. It should be noted that achieving this result is extremely challenging in the case of first-time users, such as tourists who visit a cultural heritage site for the first time (and maybe the only time in their life). In addition, as tourism is a social activity, adapting to the individual is not enough because groups and communities have to be modeled and supported as well, taking into account their mutual interests, previous mutual experience, and requirements. How to model and represent the user(s) and the context of the visit and how to reason with regard to the information that is available are the challenges faced by researchers in personalization of cultural heritage. Notwithstanding the effort invested so far, a definite solution is far from being reached, mainly because new technology and new aspects of personalization are constantly being introduced. This article surveys the research in this area. Starting from the earlier systems, which presented cultural heritage information in kiosks, it summarizes the evolution of personalization techniques in museum web sites, virtual collections and mobile guides, until recent extension of cultural heritage toward the semantic and social web. The paper concludes with current challenges and points out areas where future research is needed