Detecting online commercial intention (OCI)

Understanding goals and preferences behind a user's online activities can greatly help information providers, such as search engine and E-Commerce web sites, to personalize contents and thus improve user satisfaction. Understanding a user's intention could also provide other business advantages to information providers. For example, information providers can decide whether to display commercial content based on user's intent to purchase. Previous work on Web search defines three major types of user search goals for search queries: navigational, informational and transactional or resource [1][7]. In this paper, we focus our attention on capturing commercial intention from search queries and Web pages, i.e., when a user submits the query or browse a Web page, whether he / she is about to commit or in the middle of a commercial activity, such as purchase, auction, selling, paid service, etc. We call the commercial intentions behind a user's online activities as OCI (O...

• Type: Conference
• Year: 2006
• Where: WWW
• Authors: Honghua (Kathy) Dai, Lingzhi Zhao, Zaiqing Nie, Ji-Rong Wen, Lee Wang, Ying Li
• Keywords: Commercial Intention, Internet Technology, Online Commercial Intention, Richer Commercial Intention, WWW 2006