engleski

The Adoption of Semantic Annotations of Products in Web Shops

In this paper we explore the use of semantic web technologies to mark up data in web pages in the most popular web shops today. Semantic annotations i.e. insertion of structural data within existing HTML document is done for the purpose of enabling aggregating data from various sources that may use different web applications, portals and web search engines. While there are a few studies about the global use of these technologies, there is no any existing detailed research in the field of e- commerce. Also the emergence of new standards (Microdata) and ontologies (GoodRelations and Schema.org) in the field of e-commerce requires more detailed insight into the actual use of the above mentioned. Results of this study show the current situation in this field, and can serve to web shops as a guide for the use of semantic annotation but also to scientists for further research.

Semantic web ; semantic annotations ; e-commerce ; product search ; microdata ; microformats

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