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In this paper, the authors investigate four integrated streams: 1) recognizing the psychological factors that affect Internet consumers, 2) understanding the relationship between businesses\u2019 e-marketing mix and Internet consumers\u2019 psychological factors, 3) designing an ontology mapping businesses\u2019 e-marketing mix with Internet consumers\u2019 decision-making styles, and 4) developing a shopping agent based on the ontology. The relationship between businesses\u2019 e-marketing mix and Internet consumers\u2019 psychological factors is important because it can identify situations where both businesses and Internet consumers benefit. The authors\u2019 ontology can be used to share Internet consumers\u2019 psychological factors, the e-marketing mix of online business and their relationships with different computer applications.<\/p>","DOI":"10.4018\/jiit.2010040102","type":"journal-article","created":{"date-parts":[[2010,4,19]],"date-time":"2010-04-19T19:01:15Z","timestamp":1271703675000},"page":"21-43","source":"Crossref","is-referenced-by-count":15,"title":["Ontology-Based Shopping Agent for E-Marketing"],"prefix":"10.4018","volume":"6","author":[{"given":"Sam Kin","family":"Meng","sequence":"first","affiliation":[{"name":"University of Macau, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"C. R.","family":"Chatwin","sequence":"additional","affiliation":[{"name":"University of Sussex, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"jiit.2010040102-0","doi-asserted-by":"crossref","unstructured":"Berstel, B., & Bonnard, P. (2007). 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