A social recommendation mechanism for enhancing 020 e-commerce

Abstract

O2O business model synergize the efficiency improved from online retailing and value created from physical customer experience. Nowadays, while many O2O apps and services have been proposed, the study of the accuracy of customer targeting and the effectiveness of advertising in a dynamic environment are big challenges currently faced by O2O e-commerce. In this paper, we proposed a novel social recommendation mechanism for enhancing O2O e-commerce, by incorporating the techniques of context-awareness and social referral. The proposed mechanism could identify the most suitable ads for targeted users in a changing environment, and could significantly improve the effectiveness of advertising by taking the influence of friends into consideration.