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Title: Personality differences and hotel web design study using targeted positive and negative association rule mining
Authors: Leung, R
Rong, J
Li, G
Law, R 
Keywords: Association rule mining
Big Five personality
Web design
User preference
Issue Date: 2013
Publisher: Taylor & Francis
Source: Journal of hospitality marketing & management, 2013, v. 22, no. 7, p. 701-727 How to cite?
Journal: Journal of hospitality marketing & management 
Abstract: As 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.
ISSN: 1936-8623
EISSN: 1936-8631
DOI: 10.1080/19368623.2013.723995
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