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Published in:
2005 | OriginalPaper | Chapter
Applying Modified Fuzzy Neural Network to Customer Classification of E-Business
Authors : Yukun Cao, Yunfeng Li, Xiaofeng Liao
Published in: Internet and Network Economics
Publisher: Springer Berlin Heidelberg
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With the increasing interest and emphasis on customer demands in e-commerce, customer classification is in a crucial position for the development of e-commerce in response to the growing complexity in Internet commerce logistical markets. As such, it is highly desired to have a systematic system for extracting customer features effectively, and subsequently, analyzing customer orientations quantitatively. This paper presents a new approach that employs a modified fuzzy neural network based on adaptive resonance theory to group users dynamically based on their Web access patterns. Such a customer clustering method should be performed prior to Internet bookstores as the basis to provide personalized service. The experimental results of this clustering technique show the promise of our system.