Interpreting the web-mining results by cognitive map and association rule approach

被引:9
|
作者
Lee, Kun Chang [2 ]
Lee, Sangjae [1 ]
机构
[1] Sejong Univ, Sch Business Adm, Seoul 143747, South Korea
[2] Sungkyunkwan Univ, Dept Interact Sci, SKK Business Sch, Seoul 110745, South Korea
关键词
Web-mining; Cognitive map approach (CMA); Association rule approach (ARA); A priori algorithm; Structural equation modeling; KNOWLEDGE; MANAGEMENT; MODEL;
D O I
10.1016/j.ipm.2010.11.005
中图分类号
TP [自动化技术、计算机技术];
学科分类号
0812 ;
摘要
A variety of the web-mining techniques are now being extensively utilized to extract useful knowledge about customer behaviors on the Internet. However, the naive interpretation of the web-mining results would lead to poor decision on customer behaviors, which is likely to cause waste of time and efforts on managing electronic commerce strategy. To overcome this pitfall, this study proposes using the cognitive map-based interpretation of the web-mining results. Conventional approach to obtaining the web-mining results is based on the association rule approach (ARA), while the cognitive map approach (CMA) is believed to provide more robust support in interpreting the web-mining results. Therefore, to compare the interpretation capability of the two approaches, the four constructs such as perceived usefulness, causality, information richness, users' attitude and intention to use the approaches are adopted in the research model and tested against the questionnaire data. The test results obtained through applying the structural equation models reveal that CMA is comparable to ARA and the cognitive map has a great potential in helping enrich the interpretation of the web mining results and build more effective Internet business strategy. (C) 2010 Elsevier Ltd. All rights reserved.
引用
收藏
页码:482 / 490
页数:9
相关论文
共 50 条
  • [1] Fuzzy cognitive map approach to web-mining inference amplification
    Lee, KC
    Kim, JS
    Chung, NH
    Kwon, SJ
    [J]. EXPERT SYSTEMS WITH APPLICATIONS, 2002, 22 (03) : 197 - 211
  • [2] A Web-Mining Approach to Disambiguate Biomedical Acronym Expansions
    Roche, Mathieu
    Prince, Violaine
    [J]. INFORMATICA-JOURNAL OF COMPUTING AND INFORMATICS, 2010, 34 (02): : 243 - 253
  • [3] Investigation on the effectiveness on web-based learning using web-mining approach
    Lau, IK
    Fong, J
    [J]. 14TH INTERNATIONAL WORKSHOP ON DATABASE AND EXPERT SYSTEMS APPLICATIONS, PROCEEDINGS, 2003, : 302 - 316
  • [4] [Demo] Integration of Text- and Web-Mining Results in EPID VIS
    Fadloun, Samiha
    Sallaberry, Arnaud
    Mercier, Alize
    Arsevska, Elena
    Poncelet, Pascal
    Roche, Mathieu
    [J]. NATURAL LANGUAGE PROCESSING AND INFORMATION SYSTEMS (NLDB 2018), 2018, 10859 : 437 - 440
  • [5] A top-down fuzzy cross-level web-mining approach
    Lo, WS
    Hong, TP
    Wang, SL
    [J]. 2003 IEEE INTERNATIONAL CONFERENCE ON SYSTEMS, MAN AND CYBERNETICS, VOLS 1-5, CONFERENCE PROCEEDINGS, 2003, : 2684 - 2689
  • [6] Smart shopper: An agent-based web-mining approach to Internet shopping
    Liu, J
    You, J
    [J]. IEEE TRANSACTIONS ON FUZZY SYSTEMS, 2003, 11 (02) : 226 - 237
  • [7] DoS Attack Pattern Mining Based on Association Rule Approach for Web Server
    Chen, Hsing-Chung
    Kuo, Shyi-Shiun
    [J]. INNOVATIVE MOBILE AND INTERNET SERVICES IN UBIQUITOUS COMPUTING, IMIS-2018, 2019, 773 : 527 - 536
  • [8] SARM - Succinct association rule mining: An approach to enhance association mining
    Deogun, J
    Jiang, LY
    [J]. FOUNDATIONS OF INTELLIGENT SYSTEMS, PROCEEDINGS, 2005, 3488 : 121 - 130
  • [9] Web Usage Mining using Fuzzy Association Rule
    Abhirami, K.
    [J]. FIRST INTERNATIONAL CONFERENCE ON EMERGING TRENDS IN ENGINEERING, TECHNOLOGY AND SCIENCE - ICETETS 2016, 2016,
  • [10] Bees Swarm Optimization for Web Association Rule Mining
    Djenouri, Y.
    Drias, H.
    Habbas, Z.
    Mosteghanemi, H.
    [J]. 2012 IEEE/WIC/ACM INTERNATIONAL CONFERENCE ON WEB INTELLIGENCE AND INTELLIGENT AGENT TECHNOLOGY WORKSHOPS (WI-IAT WORKSHOPS 2012), VOL 3, 2012, : 142 - 146