This paper discusses the techniques and methods in developing a web-based auction site which integrates behavioural targeting into its design. This paper further presents and explains several theorems in achieving behavioural and intuitive approaches to online auctioning process. The system, called i-BID, is developed using Web 2.0 standards in its design to demonstrate the implementation of the behavioural and intuitive approaches. This online system is objectively developed to provide users with a rich, intuitive, and efficient interface. i-BID was rated high on the 'ease and intuitiveness' criterion while the general impact of the behavioural targeting functions of the site is fairly high.

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