Application Of Web Data Mining In E-Commerce

Data Mining is a kind of fairly new information technology that has been developed with the technology of database and Artificial Intelligence. Data Mining integrates knowledge from many subjects such as database, AI and statistics, trying to extract the unknown, effective and useful knowledge from data.With the rapid growth and popularization in Internet and WWW, Electronic Commerce has caught more attention from researchers. They want to take the advantage of the new commerce to gain more profit. Web has already become the basis of the Electronic Commerce. By applying the approaches of Data mining into the Electronic Commerce, the owner of the Electronic Commerce can find out the really useful knowledge from the mass of data to make a right decision. Web Data Mining has been combined with the Electronic Commerce on this occasion. It is a new branch of Data Mining.Web mining is the traditional data mining technology used in Web, which can extract user' s access pattern from data on Web. Web Mining is divided into three groups: Web Content Mining, Web Structure Mining and Web Usage Mining. Of which, Web Usage Mining is the most relative to Electronic Commerce.This paper addresses the research of the Web Usage Mining. By mining the Web log records, we can obtain the knowledge about user access manners which can help us to find out the user access patterns and perform personalized Web pages recommendation. Therefore, there is a full solution for the Web site of Electronic Commerce.The main work of the paper is as follow.1. The paper introduces Data Mining and Web Mining technology, including their definition, classification, working flow, applications as well as their developing trends.2. The paper analyzes E-Commerce, including its personalized recommendation system, its data sources, its related technologies and its application fields.