IShopping agent: a knowledge base assisting online shoppers through ontologies

The development of the IShopping Agent´s knowledge base, the intelligent shopping agent which is named in our research project and proposed the IShopping Agent´s knowledge base explicitly takes into account the fact that customers do not adopt the same decision style and that the marketing strategy mix applied by e-commerce companies to promote and sale their product has an influence on the search activity in the sense that their marketing strategy influences the way Web sites are presented. Therefore, using this knowledge base, the Ishopping Agent identifies user´s information needs and the most relevant information for customers.