| dc.creator (作者) | 苑守慈 | zh_TW |
| dc.creator (作者) | Yuan,Soe-Tysr;Tsao,Y.W. | - |
| dc.date (日期) | 2003-05 | en_US |
| dc.date.accessioned | 17-Jan-2009 16:36:04 (UTC+8) | - |
| dc.date.available | 17-Jan-2009 16:36:04 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Jan-2009 16:36:04 (UTC+8) | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/27369 | - |
| dc.description.abstract (摘要) | Mobile advertising complements the Internet and interactive television advertising and makes it possible for advertisers to create tailor-made campaigns targeting users according to where they are, their needs of the moment and the devices they are using (i.e. contextualized mobile advertising). Therefore, it is necessary that a fully personalized mobile advertising infrastructure be made. In this paper, we present such a personalized contextualized mobile advertising infrastructure for the advertisement of commercial/non-commercial activities. We name this infrastructure MALCR, in which the primary ingredient is a recommendation mechanism that is supported by the following concepts: (1) minimize users` inputs (a typical interaction metaphor for mobile devices) for implicit browsing behaviors to be best utilized; (2) implicit browsing behaviors are then analyzed with a view to understanding the users` interests in the values of features of advertisements; (3) having understood the users` interests, Mobile Ads relevant to a designated location are subsequently scored and ranked; (4) Top-N scored advertisements are recommended. The recommendation mechanism is novel in its combination of two-level Neural Network learning, Neural Network sensitivity analysis, and attribute-based filtering. This recommendation mechanism is also justified (by thorough evaluations) to show its ability in furnishing effective personalized contextualized mobile advertising. | - |
| dc.format | application/ | en_US |
| dc.language | en | en_US |
| dc.language | en-US | en_US |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Expert Systems with Applicationa, 24(4), 399-414 | en_US |
| dc.subject (關鍵詞) | Mobile commerce; Mobile advertising; Neural Network; Sensitivity; Analysis; Information filtering; Recommender systems | - |
| dc.title (題名) | A recommendation mechanism for contextualized mobile advertising | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1016/S0957-4174(02)00189-6 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1016/S0957-4174(02)00189-6 | en_US |
