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Advances in Intelligent Systems and Computing 839

Valentina Emilia Balas · Neha Sharma

Amlan Chakrabarti Editors

Data
Management,
Analytics and
Innovation
Proceedings of ICDMAI 2018, Volume 2
Advances in Intelligent Systems and Computing

Volume 839

Series editor
Janusz Kacprzyk, Polish Academy of Sciences, Warsaw, Poland
e-mail: kacprzyk@ibspan.waw.pl
The series “Advances in Intelligent Systems and Computing” contains publications on theory,
applications, and design methods of Intelligent Systems and Intelligent Computing. Virtually all
disciplines such as engineering, natural sciences, computer and information science, ICT,
economics, business, e-commerce, environment, healthcare, life science are covered. The list of
topics spans all the areas of modern intelligent systems and computing such as: computational
intelligence, soft computing including neural networks, fuzzy systems, evolutionary computing
and the fusion of these paradigms, social intelligence, ambient intelligence, computational
neuroscience, artificial life, virtual worlds and society, cognitive science and systems, Perception
and Vision, DNA and immune based systems, self-organizing and adaptive systems, e-Learning
and teaching, human-centered and human-centric computing, recommender systems, intelligent
control, robotics and mechatronics including human-machine teaming, knowledge-based
paradigms, learning paradigms, machine ethics, intelligent data analysis, knowledge management,
intelligent agents, intelligent decision making and support, intelligent network security, trust
management, interactive entertainment, Web intelligence and multimedia.
The publications within “Advances in Intelligent Systems and Computing” are primarily
proceedings of important conferences, symposia and congresses. They cover significant recent
developments in the field, both of a foundational and applicable character. An important
characteristic feature of the series is the short publication time and world-wide distribution. This
permits a rapid and broad dissemination of research results.
Advisory Board
Chairman
Nikhil R. Pal, Indian Statistical Institute, Kolkata, India
e-mail: nikhil@isical.ac.in
Members
Rafael Bello Perez, Universidad Central “Marta Abreu” de Las Villas, Santa Clara, Cuba
e-mail: rbellop@uclv.edu.cu
Emilio S. Corchado, University of Salamanca, Salamanca, Spain
e-mail: escorchado@usal.es
Hani Hagras, University of Essex, Colchester, UK
e-mail: hani@essex.ac.uk
László T. Kóczy, Széchenyi István University, Győr, Hungary
e-mail: koczy@sze.hu
Vladik Kreinovich, University of Texas at El Paso, El Paso, USA
e-mail: vladik@utep.edu
Chin-Teng Lin, National Chiao Tung University, Hsinchu, Taiwan
e-mail: ctlin@mail.nctu.edu.tw
Jie Lu, University of Technology, Sydney, Australia
e-mail: Jie.Lu@uts.edu.au
Patricia Melin, Tijuana Institute of Technology, Tijuana, Mexico
e-mail: epmelin@hafsamx.org
Nadia Nedjah, State University of Rio de Janeiro, Rio de Janeiro, Brazil
e-mail: nadia@eng.uerj.br
Ngoc Thanh Nguyen, Wroclaw University of Technology, Wroclaw, Poland
e-mail: Ngoc-Thanh.Nguyen@pwr.edu.pl
Jun Wang, The Chinese University of Hong Kong, Shatin, Hong Kong
e-mail: jwang@mae.cuhk.edu.hk

More information about this series at http://www.springer.com/series/11156

Valentina Emilia Balas Neha Sharma
•

Amlan Chakrabarti
Editors

Data Management, Analytics

and Innovation
Proceedings of ICDMAI 2018, Volume 2

123
Editors
Valentina Emilia Balas Amlan Chakrabarti
Department of Automatics and Applied Faculty of Engineering and Technology
Software A.K. Choudhury School of Information
Aurel Vlaicu University of Arad Technology
Arad, Romania Kolkata, India

Neha Sharma
Adyogik Tantra Shikshan Sanstha’s IICMR
Pune, Maharashtra, India

ISSN 2194-5357 ISSN 2194-5365 (electronic)

Advances in Intelligent Systems and Computing
ISBN 978-981-13-1273-1 ISBN 978-981-13-1274-8 (eBook)
https://doi.org/10.1007/978-981-13-1274-8

Library of Congress Control Number: 2018947293

© Springer Nature Singapore Pte Ltd. 2019

This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part
of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations,
recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission
or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar
methodology now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this
publication does not imply, even in the absence of a specific statement, that such names are exempt from
the relevant protective laws and regulations and therefore free for general use.
The publisher, the authors and the editors are safe to assume that the advice and information in this
book are believed to be true and accurate at the date of publication. Neither the publisher nor the
authors or the editors give a warranty, express or implied, with respect to the material contained herein or
for any errors or omissions that may have been made. The publisher remains neutral with regard to
jurisdictional claims in published maps and institutional affiliations.

This Springer imprint is published by the registered company Springer Nature Singapore Pte Ltd.
The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721,
Singapore
Preface

These two volumes constitute the Proceedings of the International Conference on

Data Management, Analytics and Innovation (ICDMAI 2018) held from January 19
to 21, 2018, which was jointly organized by Computer Society of India, Div II and
Pune Section, and Institute of Industrial and Computer Management and Research
(IICMR), Pune. The conference was supported by the industry leaders like TCS,
IBM, Ellicium Solutions Pvt. Ltd, Omneslaw Pvt. Ltd, and premier academic
universities like Savitribai Phule Pune University, Pune; Lincoln University,
Malaysia; Defence Institute of Advanced Technology, Pune. The conference wit-
nessed participants from 14 industries and 10 international universities from 14
countries. Utmost care was taken in each and every facet of the conference,
especially regarding the quality of the paper submissions. Out of 488 papers sub-
mitted to ICDMAI 2018 from 133 institutions, only 76 papers (15.5%) were
selected for oral presentation. Besides quality paper presentation, the conference
also showcased 04 workshops, 04 tutorials, 08 keynote sessions, and 05 plenary
talk by the experts of the respective fields.
The volumes cover a broad spectrum of fields such as computer science,
information technology, computational engineering, electronics and telecommuni-
cation, electrical, computer application, and all the relevant disciplines. The con-
ference papers included in this proceedings, published post-conference, are grouped
into four areas of research such as data management and smart informatics, big data
management, artificial intelligence and data analytics, advances in network tech-
nologies. All four tracks of the conference were much relevant to the current
technological advancements and had the Best Paper Award in each of their
respective tracks. Very stringent selection process was adopted for the paper
selection, from plagiarism check to technical chairs’ review to double-blind review;
every step was religiously followed. We are thankful to all the authors who the have
submitted papers for keeping the quality of the ICDMAI 2018 conference at high
levels. The editors would like to acknowledge all the authors for their contributions
and also the efforts taken by the reviewers and session chairs of the conference,
without whom it would have been difficult to select these papers. We have received
important help from the members of the International Program Committee.

v
vi Preface

We appreciate the role of special sessions organizers. It was really interesting to

hear the participants of the conference highlighting the new areas and the resulting
challenges as well as opportunities. This conference has served as a vehicle for a
spirited debate and discussion on many challenges that the world faces today.
We especially thank our Chief Mentor, Dr. Vijay Bhatkar, Chancellor, Nalanda
University; General Chair, Dr. P. K. Sinha, Vice Chancellor and Director,
Dr. S.P. Mukherjee International Institute of Information Technology, Naya Raipur
(IIIT-NR), Chhattisgarh; other eminent personalities like Dr. Rajat Moona,
Director, IIT Bhilai, and Ex-Director General, CDAC; Dr. Juergen Seitz, Head of
Business Information Systems Department, Baden-Wuerttemberg Cooperative
State University, Heidenheim, Germany; Dr. Valentina Balas, Professor, Aurel
Vlaicu University of Arad, Romania; Mr. Aninda Bose, Senior Publishing Editor,
Springer India Pvt. Ltd; Dr. Vincenzo Piuri, IEEE Fellow, University of Milano,
Italy; Mr. Birjodh Tiwana, Staff Software Engineer, Linkedin; Dr. Jan Martinovic,
Head of Advanced Data Analysis and Simulations Lab, IT4 Innovations National
Supercomputing Centre of the Czech Republic, VŠB Technical University of
Ostrava; Mr. Makarand Gadre, CTO, Hexanika, Ex-Chief Architect, Microsoft;
Col. Inderjit Singh Barara, Technology Evangelist, Solution Architect and Mentor;
Dr. Rajesh Arora, President and CEO, TQMS; Dr. Deepak Shikarpur, Technology
Evangelist and Member, IT Board, AICTE; Dr. Satish Chand, Chair, IT Board,
AICTE, and Professor, CSE, JNU; and many more who were associated with
ICDMAI 2018. Besides, there was CSI-Startup and Entrepreneurship Award to
felicitate budding job creators.
Our special thanks go to Janus Kacprzyk (Editor-in-Chief, Springer, Advances
in Intelligent Systems and Computing Series) for the opportunity to organize this
guest-edited volume. We are grateful to Springer, especially to Mr. Aninda Bose
(Senior Publishing Editor, Springer India Pvt. Ltd) for the excellent collaboration,
patience, and help during the evolvement of this volume.
We are confident that the volumes will provide state-of-the-art information to
professors, researchers, practitioners, and graduate students in the areas of data
management, analytics, and innovation, and all will find this collection of papers
inspiring and useful.

Arad, Romania Valentina Emilia Balas

Pune, India Neha Sharma
Kolkata, India Amlan Chakrabarti
Organizing Committee Details

Dr. Deepali Sawai is a Computer Engineer and is the alumnus of Janana Probodhini
Prashala, a school formed for gifted students. She has obtained Master of Computer
Management and doctorate (Ph.D.) in the field of RFID technology from Savitribai
Phule Pune University. She is a certified Microsoft Technology Associate in
database and software development. She has worked in various IT industries/
organizations for more than 12 years in various capacities.
At present, her profession spheres over directorship with several institutions under
the parent trust Audyogik Tantra Shikshan Sanstha (ATSS), Pune. At present, she is
Professor and Founder Director, ATSS’s Institute of Industrial and Computer
Management and Research (IICMR), Nigdi, a Postgraduate, NAAC accredited insti-
tute affiliated to Savitribai Phule Pune University, recognized by DTE Maharashtra
conducting MCA programme approved by AICTE, New Delhi; Founder Director,
City Pride School, a NABET accredited school, affiliated to CBSE, New Delhi;
Founder Director, ATSS College of Business Studies and Computer Applications,
Chinchwad, Graduate Degree College affiliated to Savitribai Phule Pune University.
Along with this, she is also carrying the responsibility as Technical Director of the
parent trust ATSS and the CMF College of Physiotherapy conducting BPth affiliated
to MUHS, Nasik, and MPth affiliated to Savitribai Phule Pune University.

vii
viii Organizing Committee Details

She has so far authored six books for Computer Education for school children
from grade 1 to 9 and three books for undergraduate and postgraduate IT students.
She has conducted management development programs for the organizations like
nationalized banks, hospitals, and industries. She has chaired national and inter-
national conferences as an expert. Her areas of interest include databases, analysis
and design, big data, artificial intelligence, robotics, and IoT.
She has been awarded and appreciated by various organizations for her tangible
and significant work in the educational field.

Prof. Dr. Neha Sharma is serving as Secretary of Society for Data Science, India.
Prior to this, she worked as Director, Zeal Institute of Business Administration,
Computer Application and Research, Pune, Maharashtra, India; as Dy. Director,
Padmashree Dr. D. Y. Patil Institute of Master of Computer Applications, Akurdi,
Pune; and as Professor at IICMR, Pune. She is an alumnus of a premier college of
engineering affiliated to Orissa University of Agriculture and Technology,
Bhubaneshwar. She has completed her Ph.D. from the prestigious Indian Institute
of Technology (ISM), Dhanbad. She is Website and Newsletter Chair of IEEE Pune
Section and has served as Student Activity Committee Chair for IEEE Pune
Section as well. She is an astute academician and has organized several national and
international conferences and seminars. She has published several papers in reputed
indexed journals, both at national and international levels. She is a well-known
figure among the IT circles of Pune and well sought over for her sound knowledge
and professional skills. She has been instrumental in integrating teaching with the
current needs of the industry and steering the college to the present stature. Not only
loved by her students, who currently are employed in reputed firms; for her passion
to mingle freely with every one, Neha Sharma enjoys the support of her colleagues
as well. She is the recipient of “Best PhD Thesis Award” and “Best Paper
Presenter at International Conference Award” at National Level by Computer
Society of India. Her area of interest includes data mining, database design, analysis
and design, artificial intelligence, big data, and cloud computing.
Acknowledgements

We, the editors of the book, Dr. Valentina Balas, Dr. Neha Sharma, and Dr. Amlan
Chakrabarti, take this opportunity to express our heartfelt gratitude toward all those
who have contributed toward this book and supported us in one way or the other.
This book incorporates the work of many people all over the globe. We are
indebted to all those people who helped us in the making of this high-quality book
which deals with state-of-the-art topics in the areas of data management, analysis
and innovation.
At the outset, we would like to extend our deepest gratitude and appreciation to
our affiliations, Dr. Valentina Balas from the Department of Automatics and
Applied Software, Faculty of Engineering, University of Arad, Romania; Dr. Neha
Sharma from IICMR, Nigdi of Savitribai Phule Pune University, India; and
Dr. Amlan Chakraborty from A.K. Choudhury School of IT, University of Calcutta,
India, for providing all the necessary support throughout the process of book
publishing. We are grateful to all the officers and staff members of our affiliated
institutions who have always been very supportive and have always been com-
panions as well as contributed graciously to the making of this book.
Our sincere heartfelt thanks goes to our entire family for their undying prayers,
love, encouragement, and moral support and for being with us throughout this
period, constantly encouraging us to work hard. “Thank You” for being our
backbone during this journey of compilation and editing of this book.

ix
About the Book

This book is divided into two volumes. This volume constitutes the Proceedings
of the 2nd International Conference on Data Management, Analytics and
Innovation 2018 or ICDMAI 2018, which was held from January 19 to 21, 2018, in
Pune, India.
The aim of this conference was to bring together the researchers, practitioners,
and students to discuss the numerous fields of computer science, information
technology, computational engineering, electronics and telecommunication, elec-
trical, computer application, and all the relevant disciplines.
The International Program Committee selected top 76 papers out of 488 sub-
mitted papers to be published in these two book volumes. These publications
capture promising research ideas and outcomes in the areas of data management
and smart informatics, big data management, artificial intelligence and data ana-
lytics, advances in network technologies. We are sure that these contributions made
by the authors will create a great impact on the field of computer and information
science.

xi
Contents

Part I Data Management and Smart Informatics

An Empirical Study of Website Personalization Effect on Users
Intention to Revisit E-commerce Website Through Cognitive
and Hedonic Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Darshana Desai
Hierarchical Summarization of Text Documents Using Topic
Modeling and Formal Concept Analysis . . . . . . . . . . . . . . . . . . . . . . . . . 21
Nadeem Akhtar, Hira Javed and Tameem Ahmad
Green Information and Communication Technology Techniques
in Higher Technical Education Institutions for Future Sustainability . . . 35
Kavita Suryawanshi
A Comparative Study of Different Similarity Metrics in Highly
Sparse Rating Dataset . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Pradeep Kumar Singh, Pijush Kanti Dutta Pramanik
and Prasenjit Choudhury
Multi-document Summarization and Opinion Mining Using
Stack Decoder Method and Neural Networks . . . . . . . . . . . . . . . . . . . . . 61
Akshi Kumar and Sujal
Data Mining Technology with Fuzzy Logic, Neural Networks
and Machine Learning for Agriculture . . . . . . . . . . . . . . . . . . . . . . . . . 79
Shivani S. Kale and Preeti S. Patil
6-Tier Design Framework for Smart Solution as a Service
(SSaaS) Using Big Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
Maitreya Sawai, Deepali Sawai and Neha Sharma

xiii
xiv Contents

Part II Big Data Management

How Marketing Decisions are Taken with the Help of Big Data . . . . . . 101
Niraj A. Rathi and Aditya S. Betala
Big Data Forensic Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113
Deepak Mane and Kiran Shibe
An Approach for Temporal Ordering of Medical Case Reports . . . . . . 131
Rajdeep Sarkar, Bisal Nayal and Aparna Joshi
Big Data Analytics: A Trading Strategy of NSE Stocks Using
Bollinger Bands Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143
Gokul Parambalath, E. Mahesh, P. Balasubramanian and P. N. Kumar
Handling Concept Drift in Data Streams by Using Drift Detection
Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Malini M. Patil
Policy-Based Access Control Scheme for Securing Hadoop
Ecosystem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167
Madhvaraj M. Shetty, D. H. Manjaiah and Ezz El-Din Hemdan
Defect Detection in Oil and Gas Pipeline: A Machine Learning
Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177
Gitanjali Chhotaray and Anupam Kulshreshtha
Measuring Individual Performance with the Help of Big Data—IPES
Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 185
Manisha Kulkarni, Anushka Kulkarni and Abhay Kulkarni

Part III Artificial Intelligence and Data Analysis

Consumer Engagement Pattern Analysis Leading to Improved
Churn Analytics: An Approach for Telecom Industry . . . . . . . . . . . . . . 203
Amit Bharat
Writer-Independent Offline Signature Verification System . . . . . . . . . . . 213
Malini Jayaraman and Surendra Babu Gadwala
Maximizing Pickup Efficiency and Utilization in Online Grocery:
Two-Phase Heuristic Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 225
Dharmender Yadav and Avneet Saxena
Review of Various Techniques Used for Automatic Detection
of Malignancy in Pap Smear Test . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241
Priya Chaudhari and Sharad Gore
Contents xv

Queue Classification for Fraud Types: Banking Domain . . . . . . . . . . . . 261

Archana Trikha and Sandip M. Khant
Portfolio Optimization Framework—Recommending Optimal
Products and Services in a Dynamic Setup . . . . . . . . . . . . . . . . . . . . . . 271
Dibyendu Mukherjee
Movie Recommender System Based on Collaborative Filtering
Using Apache Spark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 283
Mohammed Fadhel Aljunid and D. H. Manjaiah
Design a Smart and Intelligent Routing Network Using
Optimization Techniques . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297
Joyce Yoseph Lemos, Abhijit R. Joshi, Manish M. D’souza
and Archi D. D’souza
Recommender System for Shopping: A Design for Smart Malls . . . . . . 311
Dhvani Shah, Joel Philip, Abhijeet Panpatil, Afrid Shaikh
and Suraj Mishra
Continuous Facial Emotion Recognition System Using PCA
for Ambient Living . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 319
Anil R. Surve, Vijay R. Ghorpade and Anil S. Patthe
Segregation of Similar and Dissimilar Live RSS News Feeds Based
on Similarity Measures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 333
Avani Sakhapara, Dipti Pawade, Hardik Chapanera, Harshal Jani
and Darpan Ramgaonkar
Machine Learning for Personality Analysis Based on Big
Five Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 345
Joel Philip, Dhvani Shah, Shashank Nayak, Saumik Patel
and Yagnesh Devashrayee
A Personalized Context-Aware Recommender System Based
on User-Item Preferences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 357
Mandheer Singh, Himanshu Sahu and Neha Sharma
Plant Classification Using Image Processing and Neural Network . . . . . 375
Manisha M. Amlekar and Ashok T. Gaikwad
Robot Soccer Strategy Reduction by Representatives . . . . . . . . . . . . . . . 385
Václav Svatoň, Jan Martinovič, Kateřina Slaninová and Václav Snášel

Part IV Advances in Network Technologies

A Comprehensive Survey on Ransomware Attack: A Growing
Havoc Cyberthreat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 403
Aditya Tandon and Anand Nayyar
xvi Contents

GPU-Based Integrated Security System for Minimizing Data Loss

in Big Data Transmission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 421
Shiladitya Bhattacharjee, Midhun Chakkaravarthy and Divya Midhun
Chakkaravarthy
Defending Jellyfish Attack in Mobile Ad hoc Networks via Novel
Fuzzy System Rule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 437
G. Suseendran, E. Chandrasekaran and Anand Nayyar
Firefly Swarm: Metaheuristic Swarm Intelligence Technique
for Mathematical Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 457
Gopi Krishna Durbhaka, Barani Selvaraj and Anand Nayyar
An Analysis of Cloud Computing Issues on Data Integrity,
Privacy and Its Current Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 467
B. Mahalakshmi and G. Suseendran
An Effective Hybrid Intrusion Detection System for Use
in Security Monitoring in the Virtual Network Layer
of Cloud Computing Technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 483
T. Nathiya and G. Suseendran
IALM: Interference Aware Live Migration Strategy
for Virtual Machines in Cloud Data Centres . . . . . . . . . . . . . . . . . . . . . 499
V. R. Anu and Sherly Elizabeth
Artificial Bee Colony Optimization—Population-Based
Meta-Heuristic Swarm Intelligence Technique . . . . . . . . . . . . . . . . . . . . 513
Anand Nayyar, Vikram Puri and G. Suseendran
Enhanced VSDL Hash Algorithm for Data Integrity
and Protection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 527
G. Karthi and M. Ezhilarasan
Author Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 541
About the Editors

Prof. Dr. Valentina Emilia Balas is currently

Professor at the Aurel Vlaicu University of Arad,
Romania. She is author of more than 270 research
papers in refereed journals and international confer-
ences. Her research interests are in intelligent systems,
Fuzzy Control, soft computing, smart sensors, infor-
mation fusion, modeling and simulation. She is
Editor-in-Chief of International Journal of Advanced
Intelligence Paradigms (IJAIP) and International
Journal of Computational Systems Engineering
(IJCSysE), Member in editorial boards for national
and international journals, and serves as Reviewer for
many International Journals. She is General Co-Chair
to seven editions of International Workshop on Soft
Computing Applications (SOFA) starting from 2005.
She was Editor for more than 25 books in Springer and
Elsevier. She is Series Editor for the work entitled
Elsevier Biomedical Engineering from October
2017. She participated in many international confer-
ences as General Chair, Organizer, session Chair, and
Member in International Program Committee. She was
Vice President (Awards) of IFSA International Fuzzy
Systems Association Council (2013–2015), responsible
with recruiting to European Society for Fuzzy logic and
Technology (EUSFLAT) (2011–2013), Senior Member

xvii
xviii About the Editors

of IEEE, Member in Technical Committees to Fuzzy

Sets and Systems and Emergent Technologies to
IEEE CIS, and Member in Technical Committee to
Soft Computing to IEEE SMC.

Prof. Dr. Neha Sharma is serving as Secretary of

Society for Data Science, India. Prior to this, she
worked as Director, Zeal Institute of Business
Administration, Computer Application and Research,
Pune, Maharashtra, India; as Dy. Director, Padmashree
Dr. D. Y. Patil Institute of Master of Computer
Applications, Akurdi, Pune; and as Professor, IICMR,
Pune. She is Alumnus of a premier College of
Engineering affiliated to Orissa University of
Agriculture and Technology, Bhubaneshwar. She has
completed her Ph.D. from prestigious Indian Institute of
Technology (ISM), Dhanbad. She is Website and
Newsletter Chair of IEEE Pune Section and served as
Student Activity Committee Chair for IEEE Pune
Section as well. She is an astute academician and has
organized several national and international confer-
ences and seminars. She has published several papers in
reputed indexed journals, both at national and interna-
tional levels. She is a well-known figure among the IT
circles of Pune and well sought over for her sound
knowledge and professional skills. She has been
instrumental in integrating teaching with the current
needs of the Industry and steering the college to the
present stature. Not only loved by her students, who
currently are employed in reputed firms; for her passion
to mingle freely with every one, Neha Sharma enjoys
the support of her colleagues as well. She is the
recipient of “Best Ph.D. Thesis Award” and “Best
Paper Presenter at International Conference
Award” at national level by Computer Society of
India. Her areas of interest include data mining,
database design, analysis and design, artificial intelli-
gence, big data, and cloud computing.
About the Editors xix

Prof. Dr. Amlan Chakrabarti is ACM Distinguished

Speaker, who is presently Dean Faculty of Engineering
and Technology and Director of the A.K.Choudhury
School of Information Technology, University of
Calcutta. He obtained M.Tech from University of
Calcutta and did his doctoral research at the Indian
Statistical Institute, Kolkata. He was Postdoctoral
Fellow at the School of Engineering, Princeton
University, USA, during 2011–2012. He is the recipient
of DST BOYSCAST Fellowship Award in the area of
engineering science in 2011, Indian National Science
Academy Visiting Scientist Fellowship in 2014, JSPS
Invitation Research Award from Japan in 2016,
Erasmus Mundus Leaders Award from European
Union in 2017, and Hamied Visiting Fellowship
of the University of Cambridge in 2018. He is Team
Leader of European Center for Research in Nuclear
Science (CERN, Geneva) ALICE-India project for
University of Calcutta and also a key member of the
CBM-FAIR project at Darmstadt Germany. He is also
Principal Investigator of the Center of Excellence in
Systems Biology and Biomedical Engineering,
University of Calcutta, funded by MHRD
(TEQIP-II). He has published around 120 research
papers in refereed journals and conferences. He has
been involved in research projects funded by DRDO,
DST, DAE, DeITy, UGC, Ministry of Social
Empowerment, TCS, and TEQIP-II. He is Senior
Member of IEEE, Secretary of IEEE—CEDA India
Chapter, and Senior Member of ACM. His research
interests are quantum computing, VLSI design, embed-
ded system design, computer vision and analytics.
 Part I
Data Management and Smart Informatics
An Empirical Study of Website
Personalization Effect on Users Intention
to Revisit E-commerce Website Through
Cognitive and Hedonic Experience

Darshana Desai

Abstract Personalization is used as an emerging strategy to reduce information

overload and attract users and leveraging business through online web portals in
recent years. However, less attention is given to study what are different design
aspects of web personalization and how it impacts on users’ decision-making. To
address this gap, this study draws on both stimulus–organism–response theory and
information overload theory to propose a model for users’ information processing
and decision-making. Different personalization aspects induce cognitive and
hedonic user’s experience during interaction with websites which in turn generates
satisfaction and effect on users’ decision-making to revisit the personalized website.
This research identifies personalization aspects used in e-commerce websites as
information, navigation, presentation personalization, and proposed research model
and validated it empirically. Using Exploratory Factor Analysis (EFA) supports the
factors identified with model as information, navigation, presentation personaliza-
tion, cognitive, hedonic experience, satisfaction, and intention to revisit the per-
sonalized website. Confirmatory Factor Analysis (CFA) result supports proposed
model representing interrelation of constructs information, presentation, navigation,
cognitive, hedonic experience, satisfaction, and intention to revisit. The model is
tested with the data collected from personalized e-commerce website users. 547 out
of 600 data from e-commerce website users were used for analysis and for testing
the model. EFA of responses extracted seven factors information, presentation,
navigation personalization, cognitive experience, hedonic experience, satisfaction,
and intention to revisit. CFA confirms model with RMSEA, CFI, and NFI values
near to 0.9 which indicates good model fit for e-commerce websites. Structural
equation modeling results indicate correlation between personalization aspects, i.e.,
information, presentation, navigation personalization, and users’ satisfaction and
intention to revisit through cognitive and hedonic experience. Structural equation
modeling technique result validates proposed model and reveals that different
design aspects of personalized website design information, presentation, and nav-
igation personalization play a vital role in forming user’s positive cognitive

D. Desai (&)
Department of MCA, Indira College of Engineering & Management, Pune, India
e-mail: desai.darshana@indiraicem.ac.in

© Springer Nature Singapore Pte Ltd. 2019 3

V. E. Balas et al. (eds.), Data Management, Analytics and Innovation,
Advances in Intelligent Systems and Computing 839,
https://doi.org/10.1007/978-981-13-1274-8_1
4 D. Desai

experience by inducing perceived usefulness, perceived ease of use, enjoyment and

hedonic experience of control leading higher satisfaction level, and revisit of
e-commerce website.

Keywords Web personalization Information personalization Navigation




personalization Presentation personalization Cognitive experience




Hedonic experience Satisfaction Perceived ease of use Perceived usefulness


Enjoyment Control

1 Introduction

With the advent of Internet, website has invaluable source for information exchange
for users and e-tailers. Today, every part of business and social media worldwide are
using the website as an integral part of business to interact with the customer, brand
promotions, marketing, after sales services, and support. Diversity of its users and
complexity of web application lead to information overload and one-size-fits-all
issue. Cognitive limitation of user information processing leads to lost users in the
world of information and results in inefficiency in decision-making. Website per-
sonalization has emerged as an effectual solution to overcome this difficulty of
information overload in recent years. Many firms are developing personalized
websites by investing in the development of personalization tools to attract the users
and retain the customers. E-commerce websites like Amazon.in, Flipkart.com, eBay.
in, etc. provide personalization features, personalized offerings with categories of
products, and services to attract and retain users. Previous research shows significant
effect of perceived usefulness of personalized e-services [22] and users interest in
personalized services [15], and indicated that various personalized services affect
differently on customer satisfaction [8, 9]. Web personalization has become a per-
vasive phenomenon in a wide range of web applications, e.g., Internet banking,
e-commerce, etc. Accordingly, a boom in research on real-world implementation of
personalization features has been witnessed recently, and typically focusing on the
impact of isolated, one-dimensional personalization features on users. It has been
recognized that necessary and well-designed personalization features facilitate the
effectiveness, perceived usefulness, perceived ease of use and efficiency as well as
the feeling of enjoyment, control, and satisfaction while using a website. Such
features have become increasingly diverse and multifaceted in Information System
(IS) and Human–Computer Interaction (HCI) research. In light of this, and in view of
a continuing gap in the contemporary literature, we would like to investigate dif-
ferent personalization aspects, the role played by these aspects of personalization
used in e-commerce website design and how they impact the user intention to revisit
or reuse the website. We would also like to study personalization design aspects of
e-commerce websites and its impact on user information processing and aspects
related to it. This paper is organized as follows: Section 2 discusses previous studies
on various personalization dimensions. Section 3 represents research framework
An Empirical Study of Website Personalization Effect … 5

derived from previous studies and corresponding hypotheses. Section 4 describes

research methodology, research design, and data collection with analysis. Section 5
summarizes the results of the data analysis with EFA, CFA, and SEM. Results are
discussed with major findings, theoretical and practical contributions, limitations,
and possible directions for future work in Sect. 6.

2 Literature Review

Personalization is the process of catering tailored content, website structure, and

look and feel of website with presentation by identifying users’ implicit and explicit
needs. Personalization has been researched by large community of researchers from
diverse fields; personalization research according to literature review is classified
into three areas of research [27]. The first stream researches personalization tech-
nologies used like mining data, adaptable and adaptive personalization, and push
technologies. The second stream researches user-centered personalization, e.g.,
users’ working, privacy issues, and the application context. The third stream of
research investigates presentation features which users personalize, and how the
effectiveness of the website should be measured [7]. In different areas, personal-
ization has been defined as a toolbox, a feature, or a process.

2.1 Personalization Dimension

In previous literature, there exist at least three perspectives in interpreting the effect
of personalization: information and effort reduction, personal persuasion, and rela-
tionship building [24]. The relationship building perspective adopts the concept of
relationship marketing and treats personalized services as a tool for building a close
relationship between the sender and the receiver. Personalized messages intend to
develop positive affection between the sender and the receiver. This feeling may
include care, trust, and other related emotions. For instance, Komiak and Benbasat
[1] proposed a trust-centered perspective in studying the adoption of personalized
recommendation agents. Both cognitive trust and emotional trust have been found to
influence the intention to adopt personalization agents. This finding indicates that
personalized services induce individual’s emotional process and give the user a
sense of togetherness with the personalized service and its provider. In addition,
Liang et al. [21] found that perceived care (an emotional factor) was more influential
than transaction costs reduction (a rational factor) on the users’ perceived usefulness
with personalized services offered by online bookstores. These findings suggest that
personalization may have significant affective influence on consumer.
Among all the issues pertaining to personalization, “what” to personalize is the
most fundamental problem researched for the effective personalized website design.
Different design aspects of personalization may have different impacts on users’
6 D. Desai

information processing and decision-making. Moreover, the different roles played

by different personalization features in website design have not been comprehen-
sively investigated. Effective personalized website design is an important issue to
be researched to meet the expectation and dynamic need of the users. Different
design aspects of personalization impact differently on user’s perception and fulfill
different kinds of user requirements. However, in previous literature, studies often
have focused on only one or more aspects of personalization, e.g., information
personalization [1, 2, 4, 8, 9, 17, 27, 31] or visualization [7, 23] but little is
researched on effectiveness of the design aspects of personalization. Few studies
investigate the roles played by multiple dimensions of personalization [9, 31]. In
fact, the existing literature has serious deficit in actionable guidance on personal-
ization design issues and effective personalized web design. To address this
research gap, this study comprehensively reviews literature on personalization and
develops methodologically construct framework for personalized website design
and test the impact of different aspects of personalization. Based on environmental
psychology theory and TAM, this paper investigates the different roles played by
dimensions of personalization, i.e., information personalization, presentation per-
sonalization, and navigation personalization.

3 Research Framework

This research aims to study, first, various personalization design aspects, i.e.,
information personalization, presentation personalization, and navigation person-
alization used in websites which are web stimuli, second, impact of personalization
aspects (Web Stimuli) on hedonic, utilitarian state of user, third, its effect on user’s
behavioral response and satisfaction. Moreover, interactions among cognitive/
hedonic experience, utilitarian/affective state, satisfaction, and intention to revisit
are also taken into consideration, which is missing in prior literature.
The proposed research model is derived from the environmental psychology
theory, S-O-R (Stimulus–Organism–Response) theory, information overload the-
ory, Technology Acceptance Model (TAM), and information system success
model. Definitions of different personalization design aspects are presented based
on environmental psychology. Impact of different aspects of personalization effects
on decision-making process is described with cognitive/hedonic and utilitarian
experience of user like perceived ease of use, perceived usefulness, enjoyment, and
control. User with positive hedonic and utilitarian experience has more satisfaction
and is likely to revisit/reuse the personalized websites. More specifically, this study
focuses on how user perceives personalization aspects and their influence in
decision-making to reuse the website. Hypotheses are proposed to address the
research questions (Fig. 1).
Eroglu et al. [10, 11] defined website stimuli, e.g., environmental cues in two
different categories like low task-relevant and high task-relevant cues presented
online. Low task-relevant cues are responsible to create a mood or an image for the
An Empirical Study of Website Personalization Effect … 7

Fig. 1 Research framework for website personalization

online website with environment or esthetic view of website. High task-relevant

cues comprise textual contents represented verbal or pictorial contents, whereas low
task-relevant cues represent peripheral contents like color, background themes,
typestyles, fonts, and images. Research shows that low task-relevant cues can lead
to a more pleasant online shopping experience, and these cues do not directly
influence the completion of the shopping task [10].
Personalization is the process of tailoring website by satisfying user’s implicit
and explicit need [7, 8]. The objective of web personalization is to deliver right
content to users based on its individual implicit or explicit preferences at the right
time to induce a favorable response to the personalized offerings and to increase
user satisfaction to build loyalty for future interaction. Personalization is the process
perceived to provide information/interface/navigation personalized to cater unique
needs of each user. Information personalization is the extent to which information
can be catered according to user’s implicit or explicit requirement [7]. Users can
specify their requirements of the information through customization choices to
search or get recommendations from the website. Presentation personalization is the
extent to which interface can be modified according to user implicit or explicit
requirement (e.g., color, layout, background, themes, etc.). Navigation personal-
ization is the extent to which navigation can be modified in according to user
requirement (e.g., new tabs and reorganized the elements to new tabs). User can
reorganize the website structure by creating new categories and move information
into them or generating quick links.
Research in environmental psychology conceptualized the affective states along
three dimensions [11], i.e., Pleasure, Arousal, and Dominance (PAD). Cognitive
state refers to user internal mental processes and states including attitudes, beliefs,
attention, comprehension, memory, and knowledge. User’s cognitive or utilitarian
and affective/hedonic states are induced by environmental stimuli and also influence
response. Users experience utilitarian benefit with the relevant personalized infor-
mation that reduces information search.
8 D. Desai

3.1 Hypotheses

3.1.1 Personalization and Cognitive/Utilitarian Experience

User experiencing perceived usefulness of information and ease of use of website is

more likely to enjoy using e-commerce website and creates positive shopping
experience. So researcher says that users’ cognitive/utilitarian experience is asso-
ciated with perceived usefulness, ease of use, and enjoyment. Content of person-
alization can be considered as degree to which customers are provided with
uniquely tailored information in the form of text, look, and feel of website and
structure on the basis of users’ individual needs as gathered with the consumer’s
interaction on website visit [3, 20, 30]. Personalized content reduces the cognitive
effort needed by the user in order to process information, proposed hypotheses as
follows:
H1a: Users’ Cognitive Experience is positively associated with Information
personalization.
The perceived ease of use while interacting with website and personalized layout
influences consumers’ internal states and behavior [24]. Wang [9, 31, 32] posits that
navigation personalization is positively associated with user’s’ cognitive state
perceived usefulness and ease of use. Navigation personalization facilitates users
with system initiated personalized structure that reduces users efforts of searching
for information. Also, it provides quick links to minimize navigations, resulting in
less cognitive load, user feel enjoyment, and increased cognitive experience with
perceived ease of use and usefulness. User-initiated personalization can be pro-
duced by explicitly giving users choice of quick links and producing personalized
website structure, and hypothesis can be proposed as follows:
H2a: Users’ cognitive experience is positively associated with presentation
personalization.
Modification of the interface to users’ need helps, reduces information pro-
cessing complexity, and facilitates the effectiveness and efficiency with which user
can personalize a website [9]. When there are more choices in modifying the
presentation feature, e.g., layout and background, the higher level of personalization
will give more flexibility in alleviating the complexity. Therefore, more presenta-
tion personalization facilitates the user task effectively. Personalized interface
induces positive cognitive feeling in user with improved esthetics, finds ease of use,
and enjoys operating with the personalized system [23]. So researcher posits the
following hypothesis:
H3a: Users’ cognitive experience is positively associated with navigation
personalization.
Another random document with
no related content on Scribd:
people according to their capacity, and the more gifted according to
their abilities. Certain fundamental truths are therefore set forth in the
Law and the Prophets in an authoritative, poetical, or dialectical
style; but the higher order of intellects are encouraged to search for
proper proofs. Thus the whole nation is addressed by Isaiah: ‘Lift up
your eyes on high and see who hath created these,’ and the like.
Also the chief of the Prophets tells the Israelites: ‘Hear, O Israel, the
Lord is our God; the Lord is One.’ Those who are more highly
endowed than their fellow-men are exhorted, either directly or
indirectly, to follow the course which is suitable to them. The direct
exhortation to philosophical research is contained in the words:
‘Know then this day, and take it to thy heart, that the Lord He is God,’
&c.; and indirectly it is contained in the commandment [16]to love and
to fear God, as has been explained by R. Moses Maimonides.—The
study of science will certainly be of use to the scholar; it leads to a
knowledge of the created things, and through these to a knowledge
of the Creator. Such study may even be considered as necessary to
the Jewish scholar, though not to the ordinary Jew. The scholar
must, however, not entirely rely on his research, but on that which is
taught in the Law. In this the scholar and the ordinary man are equal,
that both accept the teaching of the Torah as infallible; only with this
difference, that the scholar can in addition satisfy his thirst for
knowledge and confirm by scientific proof what he has already
accepted as true on the authority of the Bible.”

Of modern scholars I only quote Moses Mendelssohn’s theory. He

accepts unconditionally the teaching of the Bible; all its truths are
absolute and perfect; no reasoning whatever can refute them; but
difficulties may sometimes present themselves to us in reconciling
the teaching of the Bible with that of our reason. What have we then
to do? The philosopher declares: “If I were to find my reason in
contradiction to the Word of God, I could command reason to be
silent; but the arguments, so long as they have not been refuted, will
nevertheless assert themselves in the innermost recesses of my
heart; the arguments will assume the form of disquieting doubts,
which will resolve themselves into childlike prayers, earnest
supplication for enlightenment. I should utter the words of the
Psalmist: ‘Lord, send me Thy light, Thy truth, that they may [17]guide
me, and bring me to Thy holy mount, to Thy dwelling-place!’ ”

The conception which Moses Mendelssohn had of Jewish belief and

its relation to reason we learn from the following passage:—“I
recognise no other eternal truths than those which are not only
comprehensible to the human mind, but also demonstrable by
human powers. This principle by no means brings me into conflict
with my own religion; on the contrary, I consider it an essential
element in Judaism, and the characteristic difference between
Judaism and Christianity. Judaism has no revealed religion in the
sense in which Christianity has. The Jews have a revealed
legislation which instructs them in the divinely ordained means by
which they may attain the eternal bliss. Laws and rules for conduct in
life were revealed to Moses in a supernatural way, but no doctrines,
no saving truth, and no general laws of logic. The latter the Eternal
reveals to us, as to all men, through nature and through the things
themselves; never through words and letters. The divine book
revealed to Moses, though a book of laws, includes an inexhaustible
treasure of truths and doctrines.… The more we study it the more we
wonder at the depth of the knowledge contained in it. But these
truths are taught, and not forced upon us as dogmas. Belief does not
allow itself to be commanded; it is based upon conviction. In the
Hebrew language, the very word which is generally translated ‘faith,’
viz., ‫‏אמונה‬‎denotes originally confidence, trust that the promise made
will also be fulfilled, and not what we understand by ‘religious faith.’ ”
[18]
These words of Mendelssohn show how greatly those err who quote
his opinions in support of the dictum that Judaism recognises no
dogmas. According to Mendelssohn, Judaism does not consist
entirely of laws; it teaches also certain truths. We have certain
dogmas without which the laws can have no meaning, yet there is no
precept, “Thou shalt believe.” Nowhere in our Law, whether written
or oral, is a solemn declaration of our creed demanded. In so far
Mendelssohn’s view is correct; but when he believes that all the
truths we are taught in Scripture can be made evident by logical
demonstration he is mistaken. As to the meaning of ‫‏אמונה‬‎comp.
supra, p. 4. [19]
[Contents]
THE THIRTEEN PRINCIPLES
OF
OUR CREED.
The main source of our creed is the Bible, and among the Biblical
books, chiefly the Pentateuch (‫‏תורה‬‎). In these books we find many
truths taught by God Himself, or by His inspired messengers, and
they form the substance of our creed. It matters little how we arrange
them, how we collect them into groups, and subdivide these again,
provided we believe in them implicitly. In the Bible they are not
arranged systematically; they are intermingled with, and are
contained implicitly in, the history and the laws that form the subject-
matter of the Scriptures; it is the observance of those laws which
constitutes the best evidence of the belief seated in the heart. No
declaration or recital of a creed is commanded in the Pentateuch; no
tribunal is appointed for inquiring whether the belief of a man is right
or wrong; no punishment is inflicted or threatened for want of belief.
It became, however, necessary to formulate the truths taught in the
Bible, when disputes arose as to their meaning and to their validity.
The Mishnah, therefore, declares certain opinions as un-Jewish and
contrary to the teaching of the Divine Word. Later on, when
controversies [20]multiplied between the various sections of the
Jewish nation, as well as between Jews and Christians and Jews
and Mohammedans, it was found most important to settle the form
and arrangement of our beliefs. Moses Maimonides, the great
religious philosopher, taught, in his Commentary on the Mishnah,
thirteen principles of faith, which found general acceptance among
the Jews, and are known as the Thirteen Principles. They have
found their way into the Prayer-book in two different forms, one in
prose and one in poetry. Maimonides, in commending them to the
reader, says: “Read them again and again and study them well, and
let not your heart entice you to believe that you have comprehended
their full meaning after having read them a few times; you would then
be in a great error, for I have not written down what occurred to my
mind at first thought. I first thoroughly studied and examined what I
was going to write, compared the various doctrines, the correct ones
and the incorrect ones, and when I arrived at what we ought to
accept as our creed, I was able to prove it by arguments and
reasoning.” The thirteen articles as put forth by Maimonides, and
called by him principles and foundations of our religion, are the
following:—

1. The first principle: The belief in the existence of the Creator; that
is, the belief that there exists a Being who requires no other cause
for His existence, but is Himself the cause of all beings.

2. The second principle: The belief in the Unity of God; that is, the
belief that the Being who is the cause of everything in existence is
One; not like the unity of a group or class, composed of a certain
[21]number of individuals, or the unity of one individual consisting of
various constituent elements, or the unity of one simple thing which
is divisible ad infinitum, but as a unity the like of which does not
exist.

3. The third principle: The belief in the Incorporeality of God; that is,
the belief that this One Creator has neither bodily form nor
substance, that He is not a force contained in a body, and that no
corporeal quality or action can be attributed to Him.

4. The fourth principle: The belief in the Eternity of God; that is, the
belief that God alone is without a beginning, whilst no other being is
without a beginning.

5. The fifth principle: The belief that the Creator alone is to be

worshipped, and no other being, whether angel, star, or ought else,
all these being themselves creatures.
6. The sixth principle: The belief in Prophecy; that is, the belief that
there have been men endowed with extraordinary moral and
intellectual powers, by which they were enabled to reach a degree
and kind of knowledge unattainable to others.

7. The seventh principle: The belief that our teacher Moses was the
greatest of all prophets, both those before him and those after him.

8. The eighth principle: The belief in the Divine origin of the Law; the
belief that the whole Pentateuch was communicated to Moses by
God, both the precepts and the historical accounts contained therein.

9. The ninth principle: The belief in the integrity of the Law; that both
the written and the oral Law are of Divine origin, and that nothing
may be added to it or taken from it. [22]

10. The tenth principle: The belief that God knows and notices the
deeds and thoughts of man.

11. The eleventh principle: The belief that God rewards those who
perform the commandments of His Law, and punishes those who
transgress them.

12. The twelfth principle: The belief that Messiah will come at some
future time, which it is impossible for us to determine; that he will be
of the house of David, and will be endowed with extraordinary
wisdom and power.

13. The thirteenth principle: The belief in the revival of the dead, or
the immortality of the soul.

These thirteen principles (‫‏שלשה עשר עקרים‬‎) may be divided into three
groups, according to their relation to the three principles:—1.
Existence of God. 2. Revelation. 3. Reward and punishment. The
first group includes the first five principles, the second the next four,
and the third the remaining four. In this order they will now be
considered.
[Contents]

1. Existence of God ‫‏מציאות הבורא‬‎.

The notion of the existence of God, of an invisible power which

exercises its influence in everything that is going on in nature, is
widespread, and common to almost the whole human race. It is
found among all civilised nations and many uncivilised tribes. The
existence of God may be regarded as an innate idea, which we
possess from our earliest days. This is the origin of Natural Religion.
Thinkers of all ages and nations have attempted to confirm this
innate idea by convincing arguments. Prophets and divine poets
[23]have frequently directed the attention of those whom they
addressed to the marvels of nature in order to inspire them with the
idea of an All-wise and All-powerful Creator.

“Lift up your eyes on high, and behold who hath created these? Who
is He who bringeth them forth by number? All of them He calleth by
name, by the greatness of His might, and for that He is strong in
power, not one is lacking” (Isa. xl. 26). “The heavens declare the
glory of God, and the firmament sheweth His handywork” (Ps. xix. 2).

The regularity in the rising and setting of the heavenly bodies, which
enables us to foretell the exact time and duration of an eclipse of the
sun or the moon, is certainly a strong argument for the belief that
there is a mighty and wise Creator who fixed the laws in accordance
with which these luminaries move.
“Beautiful are the luminaries which our God has created. He has
formed them with knowledge, reason, and understanding; He
endowed them with power and strength to rule in the midst of the
world. Full of splendour and beaming with light, they illumine the
whole world; they rejoice when they rise, they are glad when they
set, doing in reverence the will of their Master” (Sabbath Morning
Service).

A similar regularity we notice when looking on the face of the earth.

The various seasons of the year, each with its peculiar aspect and
influence, the sequence of day and night at regular intervals, the
gradual and systematic development of vegetable and animal life—
all point forcibly to the fact that these [24]things do not owe their
existence to chance, but to the will of an Almighty and All-wise
Creator.

Again, if we consider the structure of a single plant, or of a single

animal, we find that every one of the members and parts of which it
is composed has its peculiar function or purpose in the economy of
the whole plant or the whole animal. Let one of these component
parts refuse its function or cease to fulfil its purpose and the whole is
disorganised. Certainly there must be a Being who makes the
different members of an organism co-operate for the development
and advantage of the whole. The idea of purpose which regulates
this co-operation cannot have originated in the parts nor in the
whole, but in the conception of Him by whose Will these were
created.

“The finger of God” is further recognised in the important events of

the life of the individual as well as in the history of whole nations. We
are frequently reminded of the lesson, “The heart of man deviseth
his way, but the Lord directeth his step” (Prov. xvi. 9). “Salvation is
the Lord’s, and on Thy people it is incumbent to bless Thee” (Ps. iii.
9).

Another argument in support of the belief in the existence of God is

taken from the moral consciousness which every human being
possesses. This points to the existence of a higher Being, perfect in
goodness, as the origin and cause of the moral consciousness in our
own heart.

These and similar arguments are employed to strengthen and purify

our belief in God. The question, however, arises, are these
arguments alone sufficient [25]to convince us? Are they strong
enough to resist the attacks of scepticism?

On examining them thoroughly we shall find them of excellent

service to the believer. His belief is strengthened against many
doubts by which he may be assailed; and scepticism will be kept at
bay by these arguments. But of themselves and unsupported they
may not always suffice to establish belief in God; and if they carry
conviction with them for the moment, we are not sure whether fresh
arguments of opponents might not again unsettle the mind. Another
method was therefore chosen by the Almighty, by which certainty is
attained, and a sure guide is given for our moral and religious life. It
is Revelation. Of this we shall speak later on.

The principal forms of religion or worship that sprang from the

natural belief in God are Polytheism, Pantheism, Atheism, Theism,
and Deism.

1. The first form of Divine worship of which history and archæology

give us information is Polytheism. The creating and ruling power of
some invisible Being was noticed everywhere. Every manifestation
of such influence was ascribed to its peculiar deity, which was
worshipped according to the peculiar conception of the deity in the
mind of the individual person, family, or nation. This is chiefly the
kind of idolatry mentioned in the Bible and combated by the
prophets.

A very general object of worship were the stars. Rabbi Jehudah ha-
Levi, in Kuzari iv. 1, in trying to explain the origin of this practice,
says as follows:—“The spheres of the sun and the moon do not
move in the same way. A separate cause or god was therefore
[26]assumed for each, and people did not think that there was a
higher force on which all these causes depended.” The ancient
monuments and the treasures stored up in our museums show how
great was the variety of forms which idolatry took, and to how great
an extent people adhered, and still adhere, to this kind of worship.
But there have been thinkers and philosophers even among the
idolatrous nations who sought a unity in the construction and working
of the universe, and early arrived at the idea of a First Cause as the
sole source of all that exists.

2. The fact that the influence of the Divine power makes itself
perceptible to the observing eye of man everywhere produced
another kind of human error: Pantheism (All-God). Modern
Pantheism dates from Spinoza; but long before Spinoza, when the
secret forces at work in the changes noticed by us in all material
objects were recognised as properties inherent in the substance of
things, these forces were considered as the sole independent
causes of the existing universe, and the combination of these forces,
called Nature, was considered to be the First Cause, or God. A
modification of this theory is contained in the philosophy of Spinoza.
According to this great philosopher’s system, the universe in its
entirety has the attributes of the Deity: there exists nothing but the
Substance (God), its attributes, and the various ways in which these
attributes become perceptible to man. Spinoza tried to defend
himself from the reproach of describing God as corporeal, but he did
not succeed. The attribute of extension or space which God
possesses, according to Spinoza, is only conceivable [27]in relation
to corporeal things. The philosophy of Spinoza is in this dilemma:
either God is corporeal, or the corporeal world does not exist. Both
assumptions are equally absurd. It is true, in one of his letters he
complains that he has been misrepresented, as if he believed God to
consist of a certain corporeal mass. But we cannot help assuming
the existence of a certain corporeal mass, and if this is not God, we
must distinguish in our mind God and something that is not God,
contrary to the fundamental doctrine of Pantheism. Besides, there
are many incongruities and improbabilities involved in this theory. It
has no foundation for a moral consciousness. The wicked and the
good are alike inseparable from God. They both result with necessity
from the attributes of God, and they cannot be otherwise than they
actually are. If we, by the consideration that injury done to us by our
fellow-man was not done by that person alone, but by a series of
predetermined necessary causes, may be induced to conquer hatred
against the apparent cause of our injury, we may equally be induced
by the same reasoning to consider the kindness and benefits of our
friends not worthy of gratitude, believing that they were compelled to
act in this manner, and could not act otherwise.

3. Pantheism, by teaching All in One and One in All, is opposed to

the theory of man’s responsibility to a higher Being, denies the
existence of God in the ordinary sense of the word, and is, in its
relation to true religion, equal to atheism.

In the Bible atheism is stigmatised as the source of all evils. Thus the
patriarch Abraham suspected the [28]people of Gerar, that there was
“no fear of God” in the place, and was afraid “they might slay him”
(Gen. xx. 11); whilst Joseph persuaded his brothers to have
confidence in him by the assertion, “I fear God” (Ib. xlii. 18). The first
instance of an atheist we meet in Pharaoh, king of Egypt, when he
defiantly said, “I know not the Lord, neither will I let Israel go” (Exod.
v. 2). Another form of atheism is warned against in the words of
Moses: “Lest thou sayest in thine heart, My strength and the power
of my hand has got for me all this wealth” (Deut. viii. 17); and “Lest
they say, Our hand is high, and it is not the Lord that hath done all
this” (Ib. xxxii. 27). The prophets likewise rebuke the people for want
of belief in God. In the Psalms, the crimes and evil designs of
oppressors are traced to godlessness. “The wicked says in his heart,
There is no God” (Ps. xiv. 1). But this atheism of the Bible is not a
theoretical or dogmatic one; it is not the result of thought, or of deep
inquiry into the causes of things, but merely the voice of an evil
inclination which tempts man to act contrary to the command of God,
and assures him of immunity, under the impression that his actions
are not watched by a higher authority. In post-Biblical literature we
meet with the phrase, ‫‏לית ִּד ין ולית ַּד ָּין‬‎“There is no judgment, and there
is no judge,” as the basis of atheism.

4. Although the conviction of man’s responsibility to a higher

authority is the essential element in the belief in God, yet the notion
of godlessness was so intimately connected with crime and
wickedness, that those who rejected the authority and mastership of
the [29]Deity refused to be called godless or atheists. Many
philosophers retained the name “God” (theos, deus) for their “First
Cause” of the universe, although it is deprived of the chief attributes
of God. Thus we have as the principal religious theories resulting
from philosophical investigations, Theism and Deism. Literally these
two terms denote, Theory of God, or Belief in God; the one word
being derived from the Greek theos, the other from the Latin deus,
both meaning “God.”

There is, however, an essential difference between the two theories.

Theism and Deism have this in common, that both assume a
spiritual power, a divine being, as the cause and source of
everything that exists. They differ in this: to Theism this power is
immanent in us and the things round us; Deism considers this power
as separate from the things. Revelation or prophecy is altogether
denied by the Deists, whilst the Theists would accept it after their
own fashion and rationalise it.

All these various systems of religion have this in common, that they
attempt to remove from religion everything that cannot be
comprehended by human reason. But all attempts to substitute
human reason for Divine authority have failed. A limit has been set to
human reason, and that cannot be overcome. In every system of
religion—the natural and the rational included—there is a mystic
element, which may be enveloped in a mist of phrases, but remains
unexplained. Whether we call the Creator and Ruler of the universe
God, Deus, or Theos, His relation to the universe, and to man in
particular, cannot be [30]determined by the laws which determine the
natural phenomena in the universe, created by His Will.

What is our conception of the Deity? The fundamental idea, from

which all our notions concerning God are derived, and which we
have in common with all other believers in God, is that He is the First
Cause, the Creator of the universe. This idea expressed in the term
‫‏הבורא יתברך שמו‬‎forms the basis of our creed. It is the Creator that is
described in it. Seven of the articles begin, “I believe with a perfect
faith that the Creator, blessed be His name,” &c.

We do not use the term “First Cause,” because it is too narrow; it

only expresses part of the truth, not the whole of it. By “First Cause”
some understand the cause of the gradual development of the
primitive matter into the innumerable variety of things contained in
the universe; the development of the original chaos into system and
order. It is true that the Creator is the cause of all this; but He is more
than this: He is the cause of the primitive matter, and of the original
chaos. For He has created the world out of nothing. The first verse of
the Bible teaches us creation from nothing (creatio ex nihilo): “In the
beginning God created the heaven and the earth” (Gen. i. 1); that is,
the whole universe. It is true that there were men who explained the
meaning of the Hebrew root ‫‏ברא‬‎in a different manner, and desired to
assign to it the meaning: cutting out, forming out of a given material.
But they certainly misunderstood the spirit of the Scriptures. The
eternal coexistence of God and matter would imply a dualism utterly
incompatible with the teaching of the Bible. The frequently repeated
declaration, “He is our God; there [31]is none besides” (‫‏אין עוד‬‎),
clearly excludes every form of dualism. Those who assert that the
universe could not come from nothing belong to the class of people
of whom the Psalmist says, “And they returned and tempted God,
and set limits to the Holy One of Israel” (Ps. lxxviii. 41).

If we cannot understand the act of the Creation, it is our own intellect

that is limited; and if we were to persuade ourselves that we
understand better the eternity of matter, we should deceive
ourselves. We cannot conceive matter without form as existing in
reality, nor can we have a clear notion of anything infinite. We are
human beings, endowed by the will and wisdom of the Creator with
limited physical and intellectual faculties, and in things that surpass
our powers we cannot do better than follow the guidance of the
Divine Word. If we do so we may be sure that we shall be on the
right way to truth.

The first principle declared in our creed is this: God is not only the
Creator of the heavens and the earth, with all their hosts; He is also
the constant ruler of all created beings; He is ‫‏בורא ומנהיג‬‎. We
therefore praise Him in our daily Morning prayer as “Doing wonders;
renewing in His goodness the work of the creation every day.” When
we observe the ordinary phenomena in nature, occurring in
accordance with certain fixed laws which have been discovered and
described by man, we see in them the greatness of the Creator by
whose will these laws are still in force, and by whose will any or all of
these laws may one day cease to continue.

It has been asserted that any interruption or change [32]of these fixed
laws would indicate a weakness and want of foresight on the part of
the Creator, and a fault in the plan of the Creation. This notion has
led people either to deny the truth of the Biblical accounts
concerning the miracles wrought by the Almighty, or to admit the
correctness of the facts while denying their miraculous character, or
to consider the fixed laws of nature, together with their exceptions,
as designed in the original plan of the Creation. How short-sighted is
man! He cannot even fully comprehend his own short-sightedness!
God made him ruler over the works of His hands, and he presumes
to be the ruler of God Himself! When we learn from numerous
observations and experiments the law that seems to regulate certain
recurring phenomena, have we then fathomed the infinite wisdom of
God in the Creation? Do we know the reason which led Him to
produce certain things according to certain laws, and not otherwise?
Have we in discovering a law of nature obtained the power of
prescribing the same law to God, and disallowing Him to deviate
therefrom? Far be it from us human beings, dust and ashes, to
arrogate to ourselves such a right! It may even be one of the objects
with which miracles were wrought to teach us that we do not yet
know all things, that events may happen which we are unable to
foresee, that phenomena may appear which we are unable to
explain according to the laws hitherto discovered; in short, that our
knowledge and wisdom are limited.

The fact that God has created the universe ex nihilo has been
expressed by Jewish philosophers as follows:—God is the only
Being who demands no cause for His existence; the very idea of
God implies existence, [33]and cannot be conceived without it. All
other beings owe their existence to certain causes, in the absence of
which they would not exist. God alone is therefore only active,
without ever being passive, only cause without ever being effect,
whilst every other being is both active and passive, cause and effect;
it has been produced by certain causes, and is in its turn the cause
of the existence of other beings. In the first article a phrase
expressing this idea has been added: “And He alone is the active
cause of all things, whether past, present, or future.” By the addition
of this sentence it was intended to deny the Eternity of matter (‫‏קדמות‬
‫העולם‬‎). The reference to past, present, and future is to emphasise
the constant action of the Creator, and the dependence of the natural
forces on His Will. The first principle has, therefore, the following
form:—

“I firmly believe that the Creator, blessed be His name, is both

Creator and Ruler of all created beings, and that He alone is the
active cause of ALL things, whether past, present, or future.” 1

Before passing on to the second principle concerning God, let us

briefly answer a question that has frequently been asked: What is
the relation between the theory of evolution, or in general the results
of modern science, and the history of the creation as related in the
Bible? In the Biblical account of the creation the various kinds of
plants and animals are described as the result or different and
distinct acts of the Creator, whilst according to the theory of
Evolution one creative act sufficed, and the great variety of creatures
is the result [34]of gradual development according to certain laws
inherent in the things created. The Bible tells us of six days of the
creation, whilst according to the theory of evolution it must have
taken millions of years before the various species could have
developed the one from the other. Whilst the Biblical account
describes the earth as the centre of the universe, astronomy shows
that the earth is one of the most insignificant of the bodies that fill the
infinite space of the universe. According to astronomy and geology,
the age of the earth numbers millions of years; from the Biblical
account we infer that the earth is comparatively young. In the Bible
man is described as the aim and end of the whole creation; natural
history and the theory of evolution consider man simply as one of the
forms resulting from a natural development of the animal world.
What shall be our decision in this discrepancy? Shall we shut our
eyes to the results of modern science in our firm belief in the truth of
the Bible? Or shall we accept the former and abandon the latter?

We should adopt neither of these alternatives. We have great

confidence in our reasoning power, and in the results of science
based on reason, but we have still greater confidence in the
truthfulness of Divine teaching. The conflict is not a modern product;
it existed in former times as well. When the Jews first became
acquainted with Greek literature and philosophy, faith was shaken in
the heart of many a Jew that was led away by the attractive
language and the persuasive arguments of the Greek. Such was the
case with the Jews in Alexandria, who were almost [35]more Greek
than Jewish. Feeling that their faith in their old traditions was
beginning to give way, they looked about them for the means of
reconciling faith and philosophy. Where the literal sense of Holy Writ
was awkward, the allegorical interpretation was substituted for it; but
the authority of the Bible was recognised. Later on, in the Middle
Ages, when Aristotle, as understood and interpreted in the Arabic
schools, was infallible, perplexity again became general, among the
educated and learned, as to the course to be pursued in case of a
conflict; whether to remain true to the Bible or to join the banner of
Aristotle. The most prominent amongst the Jewish theologians who
sought the way of reconciliation was Moses Maimonides. This
philosopher wrote his famous work, “Guide of the Perplexed,”
expressly for those scholars who, whilst firmly adhering to the
inherited faith, had been trained in the study of philosophy, and were