系統識別號 | U0002-0107201501223700 |
---|---|
DOI | 10.6846/TKU.2015.00004 |
論文名稱(中文) | B2C網站商品推薦模式精進之研究-以M購物網為例 |
論文名稱(英文) | A Study on the Improvement of B2C Website Product Recommendation System - An Example of M Online Shopping Website |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 資訊管理學系碩士在職專班 |
系所名稱(英文) | On-the-Job Graduate Program in Advanced Information Management |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 103 |
學期 | 2 |
出版年 | 104 |
研究生(中文) | 張懋萱 |
研究生(英文) | Mao-Hsuan Chang |
學號 | 702630095 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2015-05-30 |
論文頁數 | 61頁 |
口試委員 |
指導教授
-
黃明達
委員 - 楊欣哲 委員 - 張應華 |
關鍵字(中) |
推薦系統 個人化推薦 個人化促銷 電子商務 |
關鍵字(英) |
Recommendation Systems Personalized Recommendation Personalized Promotion E-commerce |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
本研究個案現有推薦系統產生之營收占比約5%,仍有成長空間。為提升推薦績效,本研究透過個案交易資料分析,探討促銷活動對整體營收之影響,推導出以促銷商品價格優惠活動做為新的推薦因子,並將此推薦因子加入現有推薦系統中,基於推薦系統具有個人化的特性,進而形成個人化促銷商品推薦。 實際驗證後發現在具有價格優惠的因素下,針對個別消費者推薦適合的促銷商品,推薦營收占比由5%提升至6.51%,成長率30%;訂單轉換率由1.74%提升至2.15%,成長率23%。除證明價格促銷對於消費者具有刺激其完成交易的影響力之外,也證明價格促銷運用在個人化推薦系統上,具有提升推薦績效的效果。 |
英文摘要 |
This case study shows that the current recommendation system contributes to approximately 5% of the total revenue and that there is scope to increase this percentage. To enhance the performance of the recommendation system, this study analyzed trading data and investigated the effect of promotional activities on the overall revenue. Moreover, it identified the pricing of promotional items as a new recommendation factor and incorporated this factor into the existing recommendation system. The system is capable of customer personalization; hence, it can recommend unique products to individual customers. The study found that with the addition of the price promotion factor, recommending appropriate promotional products to individual consumers led to an increase in the percentage of revenue resulting from recommendations ranging from 5% to 6.51% as well as an increase in the order conversion rate ranging from 1.74% to 2.15%. The findings provide evidence for the argument that price promotions stimulate the completion of transaction processes in the purchase-decision process of consumers. Furthermore, the study shows that price promotions can be applied to personalized recommendation systems for increasing the percentage of revenue resulting from such recommendations. |
第三語言摘要 | |
論文目次 |
目錄 III 表目錄 V 圖目錄 VI 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 2 第三節 論文架構 3 第二章 文獻探討 4 第一節 推薦系統定義與分類 4 第二節 電子商務個人化推薦系統 12 第三節 網路促銷模式與定義 14 第四節 網路個人化銷售 17 第三章 研究設計 21 第一節 研究方法 21 第二節 研究對象 22 第三節 研究流程 22 第四章 個案研究與分析 24 第一節 個案背景 24 第二節 個案商品推薦策略 28 第三節 個案商品促銷策略 33 第四節 個人化推薦促銷商品 37 第五節 主要發現 50 第五章 結論與建議 53 第一節 結論 53 第二節 建議 54 參考文獻 57 表目錄 ========================================== 表2-1 各種推薦技術 10 表2-2 線上銷售促銷分類模式 16 表4-1 個案2013年及2014年營收及毛利額成長率 24 表4-2 個案2014/07~2014/11推薦績效 25 表4-3 每日同步至推薦系統之資料項目 29 表4-4 個案促銷商品類別及促銷條件 34 表4-5 個案2014年促銷活動成效同期比較 35 表4-6 個案2014年中元節促銷活動同期比 36 表4-7 個案2014/07~2014/11商品類別促銷營收/賣出占比 37 表4-8 個人化推薦促銷之推薦因子 40 表4-9 AB測試成效評估 44 表4-10 個人化推薦促銷商品績效 46 表4-11 個案2014/12~2015/01推薦績效 47 表4-12 個案2014/12~2015/01商品類別促銷營收/賣出占比 47 表4-13 加入促銷推薦因子前後各數據之月平均比較 49 表4-14 促銷推薦各階段說明及成效 50 圖目錄 ========================================== 圖2-1 推薦系統關聯使用者和項目的途徑 7 圖2-2 推薦系統應用區分 8 圖2-3 協同過濾推薦處理程序 11 圖2-4 電子商務個人化推薦系統 13 圖2-5 模型推薦系統之系統圖 14 圖2-6 網站個人化的發展 18 圖3-1 研究流程圖 23 圖4-1 個案推薦營收同期比較(2014/06) 27 圖4-2 個案推薦營收同期比較(2014/07) 27 圖4-3 推薦系統概念 28 圖4-4 個案推薦系統資料流程 29 圖4-5 兩階段複合式推薦 30 圖4-6 推薦系統取得消費者瀏覽記錄 31 圖4-7 熱門商品推薦模型運算流程 32 圖4-8 個案推薦系統模式 32 圖4-9 個案2014/07~2014/11商品類別促銷營收/賣出占比 37 圖4-10 個人化推薦促銷商品推導流程 38 圖4-11 個人化推薦促銷商品關聯圖 40 圖4-12 AB測試系統 42 圖4-13 AB測試流程 43 圖4-14 推薦結果展示頁面 45 圖4-15 個案2014/12~2015/01商品類別促銷營收/賣出占比 48 圖4-16 個人化促銷/非個人化促銷營收占比之比較 48 |
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