Monday, June 22
10:30 AM-11:00 AM
EDT
Ballroom East

Investigating RFM Learner Cube Models of e-Learning Systems

Full Paper: Conceptual & Empirical Study ID: 45252
  1. Yung-Tzu Lin
    School of Management, National Taiwan University of Science and Technology, Taipei, Taiwan
  2. Chun-Kuei Chen
    Department of Technology Application and Human Resource, National Taiwan Normal Univ., Taipei, Taiwa
  3. Shein-Yun Cheng
    Department of Information and Computer Eng., Chung Yuan Christian Univ., Chung-Li, Tao-Yuan, Taiwan

Abstract: A learner model of e-learning systems is built up by the RFM (Recency, Frequency and Monetary) model of CRM (Customer Relationship Management). A six steps KDD (Knowledge Discovery in Databases) process is applied to transform the general learning portfolio to obtain the knowledge-independent RFM learner model. Following the convention of CRM research, such learner model is partitioned with indices from 111 to 555 and distributed over a three-dimensional learner cube model. Learners with different RFM indices possess different customer (learner) values, and the e-learning system can carry out different kinds of e-learning strategies. The six steps of KDD process are implemented and tested by a real e-learning portfolio to prove our idea. Further research will continuously explore for the application of different promotion strategies of e-learning systems.

Presider: Jennifer Leauga, Lynfield College

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