Using ontologies in an e-commerce environment

  • У. Кошкимбaевa Al-Farabi Kazakh National University
  • Н. Алимгaзиевa Al-Farabi Kazakh National University
  • А. Актымбaевa Al-Farabi Kazakh National University
  • А. Жaкуповa Al-Farabi Kazakh National University

Abstract

Even though online shopping is becoming increasingly popular, many consumers are still reluctantto buy online. One approach to improve adaption is to base e-commerce search engines on ontologiesto allow a more intuitive search process. This paper presents the results of an analysis how a sample ofonline shoppers perceived various ontology-based features in an online shop. The data was gathered intwo focus groups with panelists coming from different socio-demographic backgrounds. Most middleagedwomen actively buy through catalogs. However, across the focus groups, most panelists are veryreluctant buying online. Our study suggests that age has a higher influence on the information searchbehaviour of consumers in online shops than gender.
Published
2018-05-23
How to Cite
КОШКИМБAЕВA, У. et al. Using ontologies in an e-commerce environment. Journal of Geography and Environmental Management, [S.l.], v. 48, n. 1, p. 60-66, may 2018. ISSN 1563-0234. Available at: <http://bulletin-geography.kaznu.kz/index.php/1-geo/article/view/489>. Date accessed: 24 june 2018.