隨著電子商務的發展，網路已被零售商視為一個嶄新的銷
售管道，線上型錄的設計因此成為網路零售的重要課題。
雖然多數的線上零售網站都提供產品蒐尋功能，但是對於
無特定目標而瀏覽網站的消費者卻沒有太大的幫助。設計
良好的線上型錄可以幫助瀏覽者進行網路購物。
我們提出兩階段的線上品類管理方法來設計線上型錄。第
一階段，以考慮顧客購買行為的品類管理方法來分析顧客
需求；更進一步以區隔出的產品群來形成起始的線上型
錄，放置在網站結構越上層的產品群表示越受到顧客的喜
好。第二階段則是利用顧客的網上瀏覽行為進行網站結構
的調整，隨著時間的改變會動態地改變產品的位置。
最後我們應用實際網路零售商的資料庫來驗證兩階段的線
上品類管理方法，結果顯示線上型錄確實會隨著顧客偏好
而改變，表現出他們不同的偏好。因此我們提出的方法不
但提供了研究者一個很好的研究方向，更對網路零售商提
出一個具體可行的線上型錄設計方法。

The Internet with growing electronic commerce is regarded as
a new selling channel for retailers. Online catalog organization has
become an important issue for e-tailing business development.
While most online retailing web sites provide assistance for
searchers who know exactly what they are seeking, little has been
done to aid browsers who take a more open-minded and
exploratory approach to navigation. Good design of online catalogs
is essential for browsers to shop over the web.
In this paper, we propose a two-phase approach to the design
of online catalogs. In the first phase, the idea of category
management that analyzes customers’ purchasing behaviors is
employed to construct a customer-centered online catalog.
Cluster-based market segmentation helps determine the web
hierarchy with clusters of products in higher levels indicating more
interesting to customers. The second phase is to dynamically adjust
the hierarchy when customers’ preference indicated by browsing
patterns is changed.'Relative access' that reflects the popularity of
web pages is used as a basis to make online catalog adaptation.
Finally, we apply this approach to real-world data collected at
Galleze.com by Blue Martini Software. It shows that our approach
can result in meaningful online catalog organization for customers
to navigate. Our study therefore provides a good direction for
researchers in designing online catalogs. Furthermore, e-tailing
practitioners can apply our approach easily and gain benefits from
such a design.

Table of Contents
I. Introduction………………………………………………………………………1
1.1 Overview………………………………………………………………………1
1.2 Organization of this Paper………………………………………………………3
II. Literature Review…………………………………………………………………4
2.1 Electronic Retail…………………………………………………………………4
2.2 Category Management…………………………………………………………6
2.3 Market Segmentation……………………………………………………………9
2.4 Cluster Analysis………………………………………………………………12
2.5 Adaptation of Web Organization………………………………………………18
III. Online Category Management………………………………………………20
3.1 Step One: Category Determination and Purchasing Data Collection…………21
3.2 Step two: Data Extraction with RFM Variables………………………………23
3.3 Step three: Cluster Analysis…………………………………………………25
3.4 Step four: Initial Online Catalog Construction………………………………27
3.5 Step five: Browsing Data Collection…………………………………………30
3.6 Step Six: Adaptive Online Catalog.………………………………………32
3.7 Issues of New Products…….…………………………………………………34
IV. Applications and Results………………………………………………………36
4.1 Data Sources……………………………………………………………………36
4.2 An Illustrated Example…………………………………………………………38
4.3 other Results…………………………………………………………………48
V. Conclusions……………………………………………………………………………55
5.1 Concluding Remarks…………………………………………………………55
5.2 Future Work……………………………………………………………………56
References…………………………………………………………………………57
Appendix A: Analytical Hierarchy Process……………………………………62
Appendix B: Prototype Online Catalog……………………………………………………66

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