(Proceedings of the International Conference on e-Business 2007, 2550-11) Nilas, Nilamit; Nilas, Phongchai; Kasiphan Masakul
This paper presents a dynamic associative
network model for e-commerce site selection system
based on the psycholinguistic theories of human
memory; Spreading Activation Network (SAN). The
system is designed to give personalized suggestions
based on the user’s current personal preferences,
other user’s common preferences, web-link structure,
and activation rules. This work employs a SAN as a
technique to provide the evaluation and selection
mechanism that provides multiple parallel processes
for perception by representing dynamic associations
among web-links, user activities, and the relevance
subjects of the websites. The system attempts to
evaluate a number of sites in an unpredictable
complex dynamic environment. Spreading activation
explains the predictive top-down effect of knowledge.
These processes select the group of the most suitable
websites (context) in response to the current
conditions (e-commerce activities) while the system
continues working towards the user objective goal.