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doi:10.1016/S0957-4174(01)00034-3    
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Copyright © 2001 Elsevier Science Ltd. All rights reserved.

Web personalization expert with combining collaborative filtering and association rule mining technique

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C. -H. Leea, Y. -H. KimCorresponding Author Contact Information, E-mail The Corresponding Author, b and P. -K. Rheeb

a BI Part IT Solution Development Team, Information Technology Center, SK Telecom, 267 NamDaeMunRo 5-ga, ChungGu, Seoul 100 711, South Korea

b Intelligent Media Lab, Department of Computer Science and Engineering, Inha University, 253 Yong-Hyun Dong, NamGu, Incheon 402 751, South Korea


Available online 3 October 2001.

Abstract

Web personalization has been providing electronic businesses with ways to keep existing customers and to obtain new ones. There are two approaches for providing personalized service: a content-based approach and a collaborative filtering approach. In the content-based approach, it is not easily applied to web objects (pages, images, sounds, etc) which are represented by multimedia data type information. Collaborative filtering approaches have cold-start problem. More serious weakness of collaborative filtering is that rating schemes can only be applied to homogenous domain information. In this paper, we present a framework of personalization expert by combining collaborative filtering method and association rule mining technique to overcome problems that traditional personalized systems have. Since multimedia data type web object cannot be easily analyzed, we adopted a collaborative filtering method that considers each object as an item, and attempts a personalized service. Similar users of each domain object are found as the result of the collaborative filtering method. These similar users’ web object access data is used by apriori algorithm to discover object association rules.

Author Keywords: Web personalization expert; Collaborative filtering; Association rule mining

Article Outline

1. Introduction
2. Related work
3. Web object personalization expert system
3.1. Data preprocess
3.2. User profile
3.3. Identifying nearest neighbor within one domain
3.4. Identifying nearest neighbor over the all domains
4. Web object association rule generation
4.1. Aprioi algorithm
4.2. Generating user specific web object association rule
4.3. Personalized web object generation
5. Experimental evaluation
5.1. MovieLens dataset
5.2. Experimental methodology
6. Conclusions and future work
References




Corresponding Author Contact Information Corresponding author. Tel.: +82-32-860-7448; fax: +82-32-875-0742; email: yhkim@im.inha.ac.kr


 
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