Towards a conceptual framework of dynamic personalization

The Internet search engines have been useful in helping people search for information on the Internet. However, they display low accuracy and coverage to locate the relevant information. This has resulted in a low recall rate when the user is looking for obscure or unusual material. Nevertheless, the exponential growth of information sources on the Internet and the largely unregulated and dynamic nature of many websites are making it increasingly difficult to find useful information using these search engines. In addition, since web page contents are extremely dynamic and may change daily or even every minute, conventional search engines suffer from the problem of providing many outdated and obsolete links. Thus, many websites attempt to develop unique-support features for users to encourage repeat visits..One of these features is personalization. With personalized services and products are becoming more common on the Internet, the interest on personalization is accordingly growing. Many practitioners and researchers are investigating into various issues of personalization. However, the rapid increase of users demand has been resulted in the existing personalization approaches difficulty to make the grade. Dynamic personalization is a service that generates a genuinely personalized web experience for each individual user. This paper investigates existing personalization categories being used on websites and proposes a conceptual framework for dynamic personalization characteristics. Our proposed framework integrates user-based profile and item-based profile to improve the current personalization techniques. Our study attempts to contribute to the understanding of dynamic personalization.