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An Ontology Centric Architecture For Mediating Interactions In Semantic Web-Based E-Commerce Environments

机译：一种基于本体的中心架构，用于在基于语义的Web电子商务环境中中介交互

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摘要

Information freely generated, widely distributed and openly interpreted is a rich source of creative energy in the digital age that we live in. As we move further into this irrevocable relationship with self-growing and actively proliferating information spaces, we are also finding ourselves overwhelmed, disheartened and powerless in the presence of so much information. We are at a point where, without domain familiarity or expert guidance, sifting through the copious volumes of information to find relevance quickly turns into a mundane task often requiring enormous patience. The realization of accomplishment soon turns into a matter of extensive cognitive load, serendipity or just plain luck. This dissertation describes a theoretical framework to analyze user interactions based on mental representations in a medium where the nature of the problem-solving task emphasizes the interaction between internal task representation and the external problem domain. The framework is established by relating to work in behavioral science, sociology, cognitive science and knowledge engineering, particularly Herbert Simon’s (1957; 1989) notion of satisficing on bounded rationality and Schön’s (1983) reflective model. Mental representations mediate situated actions in our constrained digital environment and provide the opportunity for completing a task. Since assistive aids to guide situated actions reduce complexity in the task environment (Vessey 1991; Pirolli et al. 1999), the framework is used as the foundation for developing mediating structures to express the internal, external and mental representations. Interaction aids superimposed on mediating structures that model thought and action will help to guide the “perpetual novice” (Borgman 1996) through the vast digital information spaces by orchestrating better cognitive fit between the task environment and the task solution.This dissertation presents an ontology centric architecture for mediating interactions is presented in a semantic web based e-commerce environment. The Design Science approach is applied for this purpose. The potential of the framework is illustrated as a functional model by using it to model the hierarchy of tasks in a consumer decision-making process as it applies in an e-commerce setting. Ontologies are used to express the perceptual operations on the external task environment, the intuitive operations on the internal task representation, and the constraint satisfaction and situated actions conforming to reasoning from the cognitive fit. It is maintained that actions themselves cannot be enforced, but when the meaning from mental imagery and the task environment are brought into coordination, it leads to situated actions that change the present situation into one closer to what is desired. To test the usability of the ontologies we use the Web Ontology Language (OWL) to express the semantics of the three representations. We also use OWL to validate the knowledge representations and to make rule-based logical inferences on the ontological semantics. An e-commerce application was also developed to show how effective guidance can be provided by constructing semantically rich target pages from the knowledge manifested in the ontologies.
机译：在我们所生活的数字时代，自由生成，广泛分发和公开解释的信息是丰富的创造力。随着我们逐步进入与自我成长和积极扩散的信息空间不可撤销的关系，我们也发现自己不知所措，面对如此多的信息，他们沮丧而无能为力。在这种情况下，如果没有领域的熟悉或专家的指导，迅速筛选大量信息以找到相关性将变成一项平凡的任务，通常需要极大的耐心。成就的实现很快就变成了广泛的认知负担，偶然性或仅仅是运气的问题。本论文介绍了一种基于心理表征来分析用户交互的理论框架，其中解决问题任务的本质强调内部任务表征与外部问题域之间的相互作用。该框架是通过与行为科学，社会学，认知科学和知识工程等方面的工作建立联系而建立的，尤其是满足有限理性的赫伯特·西蒙（Herbert Simon，1957； 1989）和肖恩（Schön，1983）的反思模型。心理表征在我们受限制的数字环境中调解环境中的动作，并为完成任务提供了机会。由于指导位置活动的辅助工具减少了任务环境的复杂性（Vessey 1991； Pirolli等人1999），因此该框架被用作开发中介结构以表达内部，外部和心理表征的基础。交互辅助工具叠加在中介结构上，该结构通过思想和行动的建模，将通过协调任务环境和任务解决方案之间更好的认知契合度来指导“永续的新手”（Borgman 1996）通过广阔的数字信息空间。在基于语义Web的电子商务环境中提供了用于中介交互的体系结构。为此，应用了Design Science方法。该框架的潜力通过在电子商务决策环境中使用它来建模消费者决策过程中的任务层次结构来说明为功能模型。本体用于表达对外部任务环境的知觉操作，对内部任务表示的直观操作，约束满足和符合认知契合推理的位置行为。人们坚持认为，行动本身并不能被强制执行，但是当将心理意象和任务环境中的含义进行协调时，就会导致局限性的行动，从而将当前状况改变为更接近所期望的状况。为了测试本体的可用性，我们使用Web本体语言（OWL）来表达这三种表示形式的语义。我们还使用OWL来验证知识表示并在本体语义上进行基于规则的逻辑推理。还开发了一个电子商务应用程序，以展示如何通过从本体中显示的知识构造语义丰富的目标页面来提供有效的指导。

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    Thomas Manoj;

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