ONTONAVSHOP: AN ONTOLOGY-BASED APPROACH FOR WEB-SHOP NAVIGATION

Authors

  • PHILIP RUIJGROK Econometric Institute, Erasmus University Rotterdam P.O. Box 1738, 3000 DR Rotterdam, the Netherlands
  • FLAVIUS FRASINCAR Econometric Institute, Erasmus University Rotterdam P.O. Box 1738, 3000 DR Rotterdam, the Netherlands
  • DAMIR VANDIC Econometric Institute, Erasmus University Rotterdam P.O. Box 1738, 3000 DR Rotterdam, the Netherlands
  • FREDERIK HOGENBOOM Econometric Institute, Erasmus University Rotterdam P.O. Box 1738, 3000 DR Rotterdam, the Netherlands

Keywords:

Ontology visualization, navigation, e-commerce, product assortment ontology, circular view algorithm

Abstract

Existing literature shows that navigation and visualization features play a significant role in successful Web shop design. Traditional Web shops, however, often lack a uniform, in- tuitive interface to navigate through products, while also providing an insightful overview of the product assortment. In this article, we employ ontologies for the presentation of product assortments in Web shops in order to ease the users' process of finding their desired products. OntoNavShop visualizes the product assortment ontology directly in a Web browser using a circular view algorithm that outputs SVG graphics. Consumers can navigate uniformly through the ontology and zoom into its categories. The visualisa- tion is evaluated on eciency, user satisfaction, and specific problems against a classical tree-based Web shop. Our evaluations under a representative group of users show that users maintain a better overview of the structure of the product assortment, while being able to nd products more quickly (i.e., less time) and more effciently (i.e., less clicks) than in our benchmark Web shop. The participants prefer the OntoNavShop over the classical approach, and the identied problems are rather minor.

Downloads

Download data is not yet available.

References

S. S. Aanen, D. Vandic, and F. Frasincar. Automated Product Taxonomy Mapping in an Ecommerce

Environment. Expert Systems with Applications, 42(3):1298{1313, 2015.

W. Abramowicz, K. Haniewicz, M. Kaczmarek, and D. Zyskowski. E-marketplace for Semantic

Web Services. In 6th International Conference on Service-Oriented Computing (ICSOC 2008),

pages 271{285. Springer, 2008.

K. Babaria. Using Treemaps to Visualize Gene Ontologies. Technical report, Human Computer

Interaction Lab and Institute for Systems Research, University of Maryland, 2001. http://bit.

ly/15oL6q4.

P. Brusilovsky. Adaptive Hypermedia. User Modeling and User-Adapted Interaction, 11(1-2):87{

, 2001.

S. Colucci, T. Di Noia, A. Pinto, M. Ruta, A. Ragone, and E. Tinelli. A Nonmonotonic Approach

to Semantic Matchmaking and Request Re nement in E-marketplaces. International Journal of

Electronic Commerce, 12(2):127{154, 2007.

E. Dahlstrom, P. Dengler, A. Grasso, C. Lilley, C. McCormack, D. Schepers, and J. Watt. Scalable

Vector Graphics (SVG) 1.1 (Second Edition), 2011. http://bit.ly/180aa7b.

A. Dix, J. Finlay, G. Abowd, and R. Beale. Evaluation Techniques. Human-Computer Interaction,

pages 405{442, 1998.

T. C. Du. Building an Automatic E-tendering System on the Semantic Web. Decision Support

Systems, 47(1):13{21, 2009.

C. Flavian, R. Gurrea, and C. Orus. Analysing the Key Factors of Web Design: A Heuristic

Evaluation. In 9th International Conference on E-Commerce and Web Technologies (EC-Web

, pages 31{40. Springer, 2008.

F. Frasincar, J. Borsje, and L. Levering. A Semantic Web-Based Approach for Building Personalized

News Services. International Journal of E-Business Research (IJEBR), 5(3):35{53, 2009.

F. Frasincar, G.-J. Houben, and P. Barna. Hypermedia Presentation Generation in Hera. Infor-

mation Systems, 35(1):23{55, 2010.

D. Gehrke and E. Turban. Determinants of Successful Website Design: Relative Importance and

Recommendations for E ectiveness. In 32nd Annual Hawaii International Conference on System

Sciences (HICSS 1999), pages 5042{5049. IEEE, 1999.

N. Gershon and S. G. Eick. Visualization's New Tack: Making Sense of Information. Spectrum,

IEEE, 32(11):38{40, 1995.

S. Grimm and P. Hitzler. Semantic Matchmaking of Web Resources with Local Closed-world

Reasoning. International Journal of Electronic Commerce, 12(2):89{126, 2007.

T. R. Gruber et al. A Translation Approach to Portable Ontology Speci cations. Knowledge

Acquisition, 5(2):199{220, 1993.

F. Ipfelkofer, B. Lorenz, and H. J. Ohlbach. Ontology Driven Visualisation of Maps with SVG {

an Example for Semantic Programming. In 10th International Conference on Information Visu-

alization (IV 2006), pages 424{429. IEEE, 2006.

A. Katifori, C. Halatsis, G. Lepouras, C. Vassilakis, and E. Giannopoulou. Ontology Vsualization

Methods { A Survey. ACM Computing Surveys (CSUR), 39(4):10, 2007.

B. Le Grand and M. Soto. Topic Maps, RDF Graphs, and Ontologies Visualization. In

V. Geroimenko and C. Chen, editors, Visualizing the Semantic Web, pages 59{79. Springer, 2006.

J. Lee, G. Katari, and R. Sachidanandam. GObar: Gene List Analysis Using Gene Ontology,

http://bit.ly/1a3QMXu.

L. Li and I. Horrocks. A Software Framework for Matchmaking Based on Semantic Web Technology.

International Journal of Electronic Commerce, 8(4):39{60, 2004.

T.-P. Liang and H.-J. Lai. E ect of Store Design on Consumer Purchases: An Empirical Study of

On-line Bookstores. Information & Management, 39(6):431{444, 2002.

G. L. Lohse and P. Spiller. Electronic shopping. Communications of the ACM, 41(7):81{87, 1998.

G. L. Lohse and P. Spiller. Quantifying the E ect of User Interface Design Features on Cyberstore

Trac and Sales. In SIGCHI Conference on Human Factors in Computing Systems (CHI 1998),

pages 211{218. ACM, 1998.

E. T. Loiacono, R. T. Watson, and D. L. Goodhue. WebQual: An Instrument for Consumer

Evaluation of Web Sites. International Journal of Electronic Commerce, 11(3):51{87, 2007.

B. McBride. Jena: A Semantic Web Toolkit. IEEE Internet Computing, 6(6):55{59, 2002.

G. Melancon and I. Herman. Circular Drawings of Rooted Trees. Technical report, Centrum

Wiskunde & Informatica (CWI), 1998. http://bit.ly/1aPMoON.

S. E. Middleton, D. C. De Roure, and N. R. Shadbolt. Capturing Knowledge of User Preferences:

Ontologies in Recommender Systems. In 1st International Conference on Knowledge Capture,

pages 100{107. ACM, 2001.

G. A. Miller. The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for

Processing Information. Psychological review, 63(2):81, 1956.

L. J. Nederstigt, S. S. Aanen, D. Vandic, and F. Frasincar. FLOPPIES: A Framework for Large-

Scale Ontology Population of Product Information from Tabular Data in E-commerce Stores.

Decision Support Systems, 59:296{311, 2014.

L. J. Nederstigt, D. Vandic, and F. Frasincar. A Lexical Approach for Taxonomy Mapping. Journal

of Web Engineering, 15(1&2):84{109, 2016.

J. W. Palmer. Web Site Usability, Design, and Performance Metrics. Information Systems Re-

search, 13(2):151{167, 2002.

S. Park and W. Kim. Ontology Mapping Between Heterogeneous Product Taxonomies in an

Electronic Commerce Environment. International Journal of Electronic Commerce, 12(2):69{87,

C. Ranganathan and S. Ganapathy. Key Dimensions of Business-to-Consumer Web Sites. Infor-

mation & Management, 39(6):457{465, 2002.

E. M. Reingold and J. S. Tilford. Tidier Drawings of Trees. IEEE Transactions on Software

Engineering, (2):223{228, 1981.

G. Robertson, K. Cameron, M. Czerwinski, and D. Robbins. Polyarchy Visualization: Visualizing

Multiple Intersecting Hierarchies. In SIGCHI Conference on Human factors in Computing Systems

(CHI 2002), pages 423{430. ACM, 2002.

K. Schouten, P. Ruijgrok, J. Borsje, F. Frasincar, L. Levering, and F. Hogenboom. A Semantic

Web-Based Approach for Personalizing News. In 25th ACM Symposium on Applied Computing

(SAC 2010), pages 854{861. ACM, 2010.

P. Schubert and W. Dettling. Extended Web Assessment Method (EWAM) { Evaluation of ECommerce

Applications From The Customer's Viewpoint. In 35th Annual Hawaii International

Conference on System Sciences (HICSS 2002), page 175.2. IEEE, 2002.

B. Shneiderman. The Eyes Have It: A Task by Data Type Taxonomy for Information Visualizations.

In IEEE Symposium on Visual Languages, pages 336{343. IEEE, 1996.

G. W. Tan and K. K. Wei. An Empirical Study of Web Browsing Behaviour: Towards an E ective

Website Design. Electronic Commerce Research and Applications, 5(4):261{271, 2007.

D. Vandic, J. van Dam, and F. Frasincar. Faceted Product Search Powered by the Semantic Web.

Decision Support Systems, 53(3):425{437, 2012.

P. Zhang, R. V. Small, G. M. von Dran, and S. Barcellos. Websites that Satisfy Users: A Theoretical

Framework for Web User Interface Design and Evaluation. In 32nd Annual Hawaii Inter-

national Conference on System Sciences (HICSS 1999), pages 2016{2023. IEEE, 1999.

P. Zhang, G. M. Von Dran, P. Blake, and V. Pipithsuksunt. Important Design Features in Di erent

Web Site Domains: An Empirical Study of User Perceptions. E-Service Journal, 1(1):77{91, 2001.

Downloads

Published

2018-05-01

Issue

Section

Articles