請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/58695
標題: | 國內電子商務企業在推薦系統上之應用 The Applications and Changes of Recommender Systems in Electronic Commerce |
作者: | Chen-Yu Chang 張辰宇 |
指導教授: | 陳文華 |
關鍵字: | 推薦系統,電子商務,網路行銷, Recommender System,Electronic Commerce,On-line marketing, |
出版年 : | 2014 |
學位: | 碩士 |
摘要: | 由於近年來電子商務發展迅速且競爭激烈,如何能夠吸引消費者留下來持續的消費,成為很重要的課題。而推薦系統的導入,可以幫助它們對客戶進行網路行銷並增加交叉銷售的機會。
本研究希望了解目前國內較具規模的B2C電子商務在推薦系統應用情形,從基礎設施的建構、推薦系統的流程以及國內電子商務網站推薦方法一併探討,並透過個案研究的方式,實際觀察電子商務網站在推薦效果的檢驗與改善之現行做法為何。 研究結果顯示,國內的電子商務企業在推薦系統的應用上都各自處於不同的發展階段,而且對於推薦系統的重視程度也都不盡相同。而在檢驗推薦效果上,實驗的方法較容易受到外部因素的干擾,未來需要更好的方法來幫助企業增進推薦系統的效果。 With the rapid development of e-commerce in recent years and the increasingly fierce competition, finding good ways to attract consumers and maintain sustainable customer consumption has become a very important issue for all enterprises. Therefore, a good recommendation system would be able to aid enterprises in understanding their customers better, and help increase Internet marketing and cross-selling opportunities. This study aims to look into how B2C, a strong domestic e-commerce company, employs a recommendation system in its marketing strategies. I aim to study the construction of the system's infrastructure, the process of the recommendations, as well as the recommendation methods of other domestic e-commerce sites. I will also discuss the actual effects of recommendation systems in e-commerce sites, and try to come up with a good solution to any problems observed. My results show that domestic e-commerce enterprises each use recommendation systems in different ways, and are in different stages of development. The degree of attention each company pays to recommendation systems is also different. As for actual observed effects of recommendation systems, I note that my method of study is slightly more susceptible to interference from external factors, and thus need to come up with better ways to help enterprises enhance the effect of their recommendation systems. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/58695 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-103-1.pdf 目前未授權公開取用 | 3.02 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。