在人們的日常生活中，推薦是很普遍的一種社會行為，它使人們不必親自去體驗所有的事物，可透過別人的經驗來得知一件事情或商品的好或壞。隨著科技的快速發展與網際網路的普及，電子商務已逐漸的融入社會，成為人類生活中不可或缺的一部分。然而在網路上過量的資訊，使得個人在資訊的使用與搜尋上面臨極大的挑戰，更加刺激了對於推薦資訊的需求，因此許多推薦技術相繼提出，推薦系統也應運而生，不僅使得推薦的範圍擴大了，推薦的型態也更為豐富多元；同時，在近年電子商務的發展中，對於個人化與顧客導向服務的愈益重視，使得推薦系統逐漸成為一種必要的線上服務。
在眾多的推薦技術之中，協同過濾推薦方法是最成功且最常被採用的推薦技術之一，許多台灣的拍賣平台上也都有採用類似概念的推薦系統，像是Yahoo!拍賣、露天拍賣上的評價機制均屬此類。然而，現行的拍賣評價機制都沒有採用社會網路的技術，本研究希望透過協同過濾與社會網路的結合，讓評價機制更趨於完備。
本研究以台灣最大的拍賣網站Yahoo!為例，蒐集了44萬筆交易記錄，並以推薦網(ReferralWeb)系統的矩陣方法為基礎，找出人與商品的關係、商品與類別的關係、人與人的關係，建立起一個社會網路，讓使用者可查詢特定領域的專家，並與之交易。除此之外，也可直接詢問專家關於商品的資訊或購買技巧。透過這樣的機制，希望能降低消費者在購買商品時所產生的交易糾紛，讓人們在網路上的購物體驗能變得更好。 / Nowadays, recommendation is a common social behavior between people. People can evaluate things or commodities from others’ experience and opinions instead of their own experiences. Along with the development of technology and Internet today, E-commerce has become an indispensable part of human life. However, due to the overloaded information, people face a fantastic challenge when accessing and searching on the Internet. Therefore, many methods of recommendation were proposed, and systems of recommendation are to come with the tide of fashion. In addition, the development of E-commerce emphasized on personalization and customer-oriented services more in recent years, which make recommendation system becomes a necessary on-line service gradually.
Collaborative Filtering is the most successful and adopted one in numerous recommendation methods. There are many auction platforms in Taiwan also use recommendation systems, such like "Yahoo Auction", "Ruten Auction", etc. However, the previous mentioned recommendation mechanisms haven’t used Social Network technology; this study will propose an recommendation system which combines Collaborative Filtering and Social Network technology.
This research collects 440,000 transaction data from the Yahoo auction platform, which is the biggest auction website in Taiwan. Based on the matrix method of ReferralWeb system(Shah, 1997), this research would like to build up the matrix of relationships between Person-Commodity, Commodity-Category, and Person-Person. Based on the three matrixes, finally builds up a Social Network. In the Social Network, users can enquire experts refer to the specific category of commodity, and then refer to the shops which the experts like or directly ask them the commodity information and purchase skill. Relying on the mechanism proposed by this research, our goals are to reduce the transaction disputes arising from consumers purchase commodities, and to let people have better experiences in on-line shopping.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095356018 |
| Creators | 黃泓翔 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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