Product category description for web-shopping in e-commerce

Abstract

In this paper, we focus on the web-shopping activity and on ways to improve the quality of the information available to consumers. We describe a tool, called a product space map, for the presentation of information about a product category which can help consumers in making purchasing decisions. Using this tool we first provide a clustering or segmentation of a product line, that is, 27-inch televisions, into price categories such as low end, moderate and high end. Once having this partitioning we then use the idea of linguistic summaries to describe the properties of each category with respect to relevant features. An example of such a summary is “Most TV's in the high price category provide extremely high resolution.” With the aid of such information it becomes much easier for consumers to understand the product line, see what they are getting for their money, and more easily and confidently locate products that are of particular value for the money. Considerable use is made of fuzzy set technology to provide the ability to describe the information in a way, using linguistic expressions, that is particularly consumer friendly. © 2001 John Wiley & Sons, Inc.