Toward Emotional E-Commerce: The Customer Agent

Experiencing and expressing emotions are integral parts of our life. In the retail area of commerce, emotion plays a fundamental role. When we choose or buy a commodity, our choice has a profound emotional dimension. We are social beings, we are influenced by others opinions, we have our opinions and we like to bargain for everything. This paper proposes a novel model, based on dimensional models of emotion, able to capture and interpret the customer emotional knowledge.

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