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題 名 | 以消費者購買決策階段為基礎之適性化推薦系統設計與績效之研究=A Study for the Design and Performance of the Adaptive Recommender System--Based on the Consumer's Purchase-Decision Stage |
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作 者 | 吳肇銘; | 書刊名 | 資訊管理展望 |
卷 期 | 10:2 2008.12[民97.12] |
頁 次 | 頁19-43 |
分類號 | 496.37 |
關鍵詞 | 推薦系統; 適性化; 消費者決策過程; 網路行銷; Customer decision process; Recommender system; Adaptation; Internet marketing; |
語 文 | 中文(Chinese) |
中文摘要 | 隨著網際網路上各式各樣的網站、資訊激增,「資訊超載」巳成為網友搜尋資訊時一項嚴重的問題。Ricci(2002)提出電子商務型網站可利用「推薦系統」來建議商品或提供資訊,以降低消費者「資訊超載」的問題,並有效協助其制定購物決策。然而目前許多推薦系統,由於並未考量消費者所處之購買決策階段不同,所需之資訊類型應有所不同,所以在進行推薦時往往無法符合消費者之需要。因此,本研究特別將消費者「購買決策階段」之概念納入推薦系統,提出一「適性化推薦系統」之架構,並實際設計出系統。而為驗證此「適性化推薦系統」之績效,本研究透過一實地實驗,經資料分析後,獲得以下結果:(一) 推薦系統中加入「消費者購買決策階段判斷」,有助於推薦系統之績效;(二) 採用不同類型之推薦演算方法時,推薦系統之推薦成效會有所不同;(三)「消費者購買決策階段判斷方法」與「推薦方法」之交互作用會對推薦系統績效產生影響。 |
英文摘要 | With the rapid growth of many websites, “information overloading” is a critical problem for web users in information search. Ricci (2002) argued that EC website should suggest products or provide information to customer by “recommender system” to reduce the “infor-mation overloading” problem and to make effective purchase-decision. However, many re-commender systems do not take account of customer’s different purchase-decision stage. They provide the information which is not fit for customer’s need. This study takes “custom-er’s purchase-decision stage” into account to design and implement an “adaptive recommend-er system based on the consumer’s purchase-decision stage”. In order to evaluate the perfor-mance of this adaptive recommender system, a field experiment was executed. The main findings are in the following: (1) the recommender system with the judgment of the custom-er’s purchase-decision stage has better performance; (2) the recommender systems using dif-ferent kinds of algorithms for recommendation have different performances; (3) the interac-tion effect of “the judgment method for the customer’s purchase-decision stage” and “the al-gorithm for recommendation” influences the performance of the recommender system |
本系統中英文摘要資訊取自各篇刊載內容。