Modeling and Measurement of Personality for E-commerce Systems

In commerce, user behavior modeling is an important component of marketing and advertising. Personalization, a widely used feature of e-Commerce systems, is one aspect of such modeling. Current personalization systems require user-registration to provide their services; and personalization is determined by requiring users fill extensive forms regarding their preferences. Work done in user profiling and modeling for marketing and commerce purposes has little emphasis on user personality; moreover, there has been a growing concern for privacy of information from the ever-growing online community. In this work we propose a personality categorization model, and a measurement model for determining customer personality profiles based on their interaction with products. Personalization without registration is proposed; and integration of a privacy protocol with personalization is explored. The design, implementation and testing of a bookstore using this model is presented; furthermore the system is coupled with a privacy component to present the concept of privacy-enhanced personalization of web pages.