A study of contextual rules for web storefronts based on e-marketing in the agent-mediated electronic commerce

Electronic commerce is set to be a major application area of agent technology, however, intelligent agents need to improve the effectiveness of their searching capabilities. This study employs the knowledge of human search as a basis for agents to adopt in the dynamic environment of electronic commerce. It is presumed that the user builds an understanding of the web site, in particular of the marketing strategy and tactics used in a site when he does browsing or searching. This knowledge is extracted and deduced from E-marketing strategies and is translated to contextual rules. The rules can then be used to program intelligent agents in order to improve recall and precision rates of search results.