Personality Differences and Hotel Web Design Study Using Targeted Positive and Negative Association Rule Mining

Rosanna Leung, Jia Rong, Gang Li, Rob Law

Research output: Contribution to journalArticleResearchpeer-review

16 Citations (Scopus)


As people have unique tastes, the way to satisfy a small group of targeted customers or to be generic to meet most people's preference has been a traditional question to many fashion designers and website developers. This study examined the relationship between individuals' personality differences and their web design preferences. Each individual's personality is represented by a combination of five traits, and 15 website design-related features are considered to test the users' preference. We introduced a data mining technique called targeted positive and negative association rule mining to analyze a dataset containing the survey results collected from undergraduate students. The results of this study not only suggest the importance of providing specific designs to attract individual customers, but also provide valuable input on the Big Five personality traits in their entirety.

Original languageEnglish
Pages (from-to)701-727
Number of pages27
JournalJournal of Hospitality Marketing and Management
Issue number7
Publication statusPublished - 1 Oct 2013
Externally publishedYes


  • association rule mining
  • Big Five personality
  • user preference
  • web design

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