情境式實體商場購物路徑推薦機制

Abstract

為了能在激烈的零售商業環境中生存下去，對於零售商而言提供顧客更好的購物體驗已經變成一個重要的議題。因此零售商開始重新裝潢並且擴展購物場所，為的就是讓顧客在購物時能更加愉悅，但這卻也造成購物上的阻礙。隨著社群媒體以及手持裝置的興起，零售商可以藉此機會提供情境式的購物引導服務，增強顧客的購物體驗。本研究中提取、分析顧客的購物資訊(購物情境、購物路徑)以及社群資訊(使用者興趣、朋友影響力)，進而提出情境式實體商場購物路徑推薦機制，藉由此機制能提供適當的路徑給第一次或不熟悉此購物場所的顧客使用。

In order to survive in the fiercely competitive business environment, providing the customers with the better shopping experience becomes an important issue for physical retailers. They renovate and enlarge their shopping space to make their store more enjoyable places to visit. With the growing of the social media and the mobile device, retailers can take this opportunity to offer the context-ware guild service to further enhance in-store shopping experience. In this research, by extracting and analyzing shopping information (shopping context and visiting trajectory) and social information (user’s interest, and friends’ influence), a contextual in-store shopping recommendation system is proposed to provide the suitable route for the customer who is the first time to or unfamiliar with the retailers’ shopping space.