Reference software architecture for improving modifiability of personalised web applications - a controlled experiment

Abstract

International audienceAlthough web personalisation has been studied for the last two decades, there remains a need to address current challenges: context-awareness and the inclusion in a business environment. The wide variety of mobile devices and their continuous technological evolution demands the permanent development of new personalisation strategies. Additionally, two factors complicate the inclusion of personalised web applications in a business environment: the frequent change of personalisation strategies for each business, and the technical complexity to integrate these strategies in a short time. We propose a reference architecture as a tool to favour their modifiability. Moreover, our proposal facilitates the opportunity for enterprises to adopt web-personalised systems into their business as a strategic tool. A controlled experiment validates our approach; we compare five change scenarios that are implemented under two architectures: experimental and control architecture. We used change scenarios derived from a real Brazilian e-commerce enterprise. 352 L-V. Cobaleda et al

Automated web content personalization in the automotive sector: The SEAT case

“…However, once again, there is not a consensus between the authors on this issue. There is some research that affirms the beneficial effects of web personalization (Benlian, 2015;Cobaleda et al, 2016;Li and Unger, 2012;Liang et al, 2012). Most of there research focus on user-related business effects, such as user satisfaction, user persuasion, brand image, vendor perception, user attitude, perceived usefulness or loyalty (Blasco-Arcas et al, 2016;Choi et al, 2011;Jiang et al, 2015;Kim and Gambino, 2016;Liang et al, 2012;Mahesh Balan et al, 2019;Pappas et al, 2016Pappas et al, , 2017Thirumalai and Sinha, 2013;Zhang et al, 2014b).…”

“…Goyal et al (2010); Pandey et al (2019)), to "Groups of users" (as opposed to focusing on individual users) (9,5%) (e.g. Anand and Mobasher (2007); Cobaleda et al (2016)) or to the adaptation of the website "Information" (7,6%) or "Experience" (6,7%) (e.g. Chellappa and Sin (2005); Gao et al (2010); Weinmann et al (2013)).…”

“…As previously discussed, website personalization is commonly described as a process (e.g. Cobaleda et al (2016); Huang and Zhou (2018)). Although there are previous website personalization definitions that mention this process (e.g.…”