| Summary: | 碩士 === 南華大學 === 資訊管理學研究所 === 94 === In recent years, the internet advertisement is an important application in the area of E-commerce. However, the Click Through Rate (CTR) of the traditional internet advertisement is very low. In addition, the traditional internet advertisement just offers one-way advertisement. That is, it only selects the advertisement at random. In this way, there is not any relationship between the user and the operating environment of advertisement. So the user perhaps will not be interested (even may be repugnant) in the advertisement that he (or she) has received.
This paper proposes a User Information Internet Advertisement (UIIA) model, which is a new and promising advertisement technology. According to the visitor''s relevant information (e.g., visitor''s need, taste, use habit, and so on), UIIA begins to classify and filter the advertisement content, and then offers the correct advertisement to the visitor. The UIIA technology enables the advertisement content to match with visitor''s taste and demand. Obviously, it can significantly improve CTR. The paper also provides solution methods for the issues such as right of privacy and efficiency.
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