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Towards a Framework for Agent-Based Simulation of User Behaviour in E-Commerce Context

  • Duarte Duarte
  • Hugo Sereno Ferreira
  • João Pedro Dias
  • Zafeiris Kokkinogenis
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 619)

Abstract

In order to increase sales and profits, it is common that e-commerce website owners resort to several marketing and advertising techniques, attempting to influence user actions. Summarizing and analysing user behaviour is a complex task since it is hard to extrapolate patterns that never occurred before and the causality aspects of the system are not usually taken into consideration. There has been studies about characterizing user behaviour and interactions in e-commerce websites that could be used to improve this process. This paper presents an agent-based framework for simulating models of user behaviour created through data mining processes within an e-commerce context. The purpose of framework is to study the reaction of user to stimuli that influence their actions while navigating the website. Furthermore a scalability analysis is performed on a case-study.

Keywords

Agent-based simulation Behaviour mining E-Commerce 

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Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  • Duarte Duarte
    • 1
  • Hugo Sereno Ferreira
    • 1
    • 2
  • João Pedro Dias
    • 1
  • Zafeiris Kokkinogenis
    • 1
  1. 1.Department of Informatics EngineeringFaculty of Engineering of University of PortoPortoPortugal
  2. 2.INESC TecPortoPortugal

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