personalised hypermedia presentation techniques for improving online customer relationships（个性化的超媒体演示技术改善在线客户关系）.pdfVIP

The Knowledge Engineering Review, Vol. 16:2, 111–155. © 2001, Cambridge University Press DOI: 10.1017/S0269888901000108 Printed in the United Kingdom Personalised hypermedia presentation techniques for improving online customer relationships* A L F R E D K O B S A , 1 J Ü R G E N K O E N E M A N N 2 and W O L F G A N G P O H L 3 1 Dept. of Information and Computer Science, University of California, Irvine, CA 92697–3425, USA 2 humanIT Human Information Technologies, 53757 St. Augustin, Germany 3 German Informatics Society, Ahrstr. 45, 53175 Bonn, Germany Abstract This article gives a comprehensive overview of techniques for personalised hypermedia presentation. It describes the data about the computer user, the computer usage and the physical environment that can be taken into account when adapting hypermedia pages to the needs of the current user. Methods for acquiring these data, for representing them as models in formal systems and for making generalisations and predictions about the user based thereon are discussed. Different types of hypermedia adaptation to the individual user’s needs are distinguished and recommendations for further research and applications given. While the focus of the article is on hypermedia adaptation for improving customer relationship management utilising the World Wide Web, many of the techniques and distinctions also apply to other types of personalised hypermedia applications within and outside the World Wide Web, like adaptive educational systems. 1 Introduction In today’s competitive business environment, providing value to the customer is of paramount importance for businesses to survive. The single most important way to provide value