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Purchase Intent, Online Offers and Product Innovation: Misunderstandings in the Ménage à Trois

  • Davor Meersman
  • Christophe Debruyne
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 97)

Abstract

We discuss a semantic platform that matches a customer’s purchase intent against vendor offers. The customers’ perception on particular products, including evolving needs and preferences, were captured in a request and product ontology, in turn used to annotate vendor offers. During the project, however, we observed an important gap between the intent descriptions of users and the available data in product descriptions. We argue that through the inclusion of peripheral data, vendors are able to innovate according to customer preference, and users receive increasingly relevant results. We present a method that is essentially a customer-driven innovation system using product innovation ontologies.

Keywords

product ontology product innovation online commerce purchase intent peripheral data 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Davor Meersman
    • 1
  • Christophe Debruyne
    • 2
  1. 1.Digital Ecosystems and Business Intelligence InstituteCurtin UniversityBentleyAustralia
  2. 2.Semantics Technology and Applications Research LabVrije UniversiteitBrusselBelgium

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