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This thesis combines behavioral and cognitive approaches regarding the Web for analyzing users' behavior and supposed interests.
The work is placed in a new field of research called Web Science, which includes, but is not restricted to, the analysis of the World Wide Web. The term Web Science is affected by Tim Berners-Lee et al., who invited the researchers to "create a science of the web" [BLHH+06a]. The thesis is structured in two parts, reflecting the intersection of disciplines that is required for Web Science.
The first part is related to computer science and information systems. This part defines the Gugubarra concepts and algorithms for web user profiling and builds upon the results by Mushtaq et al. [MWTZ04]. This profiling aims at understanding the behavior and supposed interests of users. Based on these concepts, a framework was implemented to support the needs of web site owners. The core technologies used are Java, Spring, Hibernate, and content management systems. The design principles, architecture, implementation, and tests of the prototype are reported.
The second part is directly related to behavioral economics and is connected to the areas of economics, mathematics, and psychology. This part contributes to behavior models, as was claimed by Tim Berners-Lee et al.: "Though individual users may or may not be rational, it has long been noted that en masse people behave as utility maximisers. In that case, understanding the incentives that are available to web users should provide methods for generating models of behaviour..."[BLHH+06b]. The focus here is on studies that investigate the user's choice of online information services in a multi-attribute context. The introduced research framework takes into account background and local context effects and builds upon theoretical foundations by Tversky and Kahneman [TK86]. The findings provide useful insights to behavioral scientists and to practitioners on how to use framing strategies to alter the user's choice.