标题: 利用适地性社群网路建构情境式广告推荐机制
Contextual Advertisements Recommendation over Location-based Social Network
作者: 林萤骏
Lin, Ying-Chun
李永铭
Li, Yung-Ming
管理学院资讯管理学程
关键字: 行动广告;适地性社群网路;情境感知;Mobile Advertising;Location Based Social Network;Context-Awareness
公开日期: 2012
摘要: 适地性社群网路的兴起,创造了更具黏着度的使用者及丰富的“社群内容”,而“行动广告”则是社群网路平台视为未来主要的收益来源;传统的行动广告,除呈现形式有限外,派送的广告内容与目标使用者之间的关联性不佳,皆使得其效益被受质疑。以LBS(Location Based Services)广告应用为例,当使用者依其位置查询邻近的广告优惠时,派送服务通常仅依据“地理范围”来派送广告,过多“不适切”的资讯往往造成使用者的困扰。因此为更精确的进行广告推播,本研究提出个人化的广告推荐机制,除透过分析使用者兴趣偏好外,同时以地理为基础加入社群动态分析及情境感知资讯,如时间、天气等因素,进而推荐给使用者个人化、适时、适地的广告讯息,让使用者有更强烈的意愿到实体商店消费。
The increase usage of location base social network helped created a highly relevant user experiences and enriched "Social Media Content". With the rise of social network platforms, "Mobile Advertisement" has became the main source of revenues. Traditional mobile advertisement is not only limited in forms, but also in relevancy to the targeted viewers. At thus, its efficacy becomes questionable.
With LBS (Location Based Services) advertisement, when users search for nearby sales and discounts, the services can deliver location based ad to the users; extra "Unneeded Information" can only cause users' agitations. To further the precision of advertisement delivery, this study will focus on propositions for advertisement personalization, and related recommendation mechanisms. Besides analyses of users' interests, location based info and social network info such as time, weather, etc are also added for personalized recommendations with timely and localized delivery with the intent of increasing users' motivations and willingness for in store purchases.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT070063430
http://hdl.handle.net/11536/72120
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