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Personality differences and hotel web design study using targeted positive and negative association rule mining
journal contribution
posted on 2013-01-01, 00:00 authored by R Leung, Jia Rong, Gang LiGang Li, R LawAs people have unique tastes, the way to satisfy a small group of targeted customers or to be generic to meet most people's preference has been a traditional question to many fashion designers and website developers. This study examined the relationship between individuals' personality differences and their web design preferences. Each individual's personality is represented by a combination of five traits, and 15 website design-related features are considered to test the users' preference. We introduced a data mining technique called targeted positive and negative association rule mining to analyze a dataset containing the survey results collected from undergraduate students. The results of this study not only suggest the importance of providing specific designs to attract individual customers, but also provide valuable input on the Big Five personality traits in their entirety.
History
Journal
Journal of hospitality marketing and managementVolume
22Issue
7Pagination
701 - 727Publisher
Taylor & FrancisLocation
London, Eng.Publisher DOI
ISSN
1936-8623eISSN
1936-8631Language
engPublication classification
C Journal article; C1.1 Refereed article in a scholarly journalCopyright notice
2013, Taylor & FrancisUsage metrics
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No categories selectedKeywords
association rule miningBig Five personalityweb designuser preferenceSocial SciencesBusinessHospitality, Leisure, Sport & TourismManagementBusiness & EconomicsSocial Sciences - Other TopicsHUMAN-COMPUTER INTERACTIONWEBSITE DESIGN5-FACTOR MODELINTERNETTOURISMINFORMATIONSITESPERSPECTIVECONSISTENCYDIMENSIONS
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