网络购物推荐系统.docVIP

PAGE 1 A Knowledge-based Recommender System for Customized Online Shopping 网络购物推荐系统  Abstract The concept of personalization has long been advocated to be one of the edges to improve the stickiness of on-line stores. By enabling an on-line store with adequate knowledge about the preference characteristics of different customers, it is possible to provide customized services to further raise the customer satisfaction level. In this paper, we describe in details how to implement a knowledge-based recommender system for supporting such an adaptive store. Our proposed conceptual framework is characterized by a user profiling and product characterization module, a matching engine, an intelligent gift finder, and a backend subsystem for content management. A prototype of an on-line furnishing company has been built for idea illustration. Limitations and future extensions of the proposed system are also discussed. Keywords: On-line Shopping, Personalization, Recommender Systems, Knowledge-based Systems Introduction The development of Web technologies has brought a lot of advantages to merchants for moving their business on line. Within the past few years, a large variety of on-line stores has been started in the cyberspace. However, the survival rate is just around 50%, where some recognized dom-com like B, K, MVP.com are included [1]. We believe that one important factor determining the success of on-line stores is whether the on-line shopping experience can be enhanced to such an extent that some customers choose to and continue to shop on-line. Along this direction, the concept of personalization has long been advocated as one of the edges to improve the stickiness of on-line stores. A survey, recently conducted by Cyber Dialogue, reveals that customers are more likely to purchase from a site that allows personalization, and register at a site that allows personalization or content customization [2]. To achieve that, an on-line store needs to be enabled with adequate