• 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


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


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.


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