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研究生:柯錫昌
研究生(外文):His-Chang Ke
論文名稱:商品類型與搜尋模式對推薦系統滿意度之影響
論文名稱(外文):Effect of Product Type and Searching Mode on User Satisfaction of Recommendation Systems
指導教授:顧宜錚顧宜錚引用關係
指導教授(外文):Yi-Cheng Ku
學位類別:碩士
校院名稱:靜宜大學
系所名稱:資訊管理學系研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2007/07/
畢業學年度:95
語文別:中文
論文頁數:87
中文關鍵詞:搜尋性商品搜尋模式暢銷排行榜推薦協同式推薦經驗性商品
外文關鍵詞:Top N recommendation systemCollaborative recommendation systemsearch modesearching productexperience product
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消費者在進行線上購物時,經常面臨資訊量過多的問題,所以有網路商店提供推薦系統來幫助消費者過濾商品資訊、輔助其制定購買決策。然而推薦系統可能會因其推薦的方式、推薦商品的類型,以及消費者購買任務的不同而產生不同的效益。因此,本研究探討消費者在不同的購物任務下,購買經驗性商品和搜尋性商品時,對於推薦系統滿意度的影響。本研究採用實驗室實驗法進行分析,研究結果發現,消費者在購買(控制組)任務模式下,消費者對於提供經驗性商品推薦的系統滿意度顯著高於提供搜尋性商品推薦的系統,但在購買新商品的任務模式下,則無顯著差異。此外,本研究亦發現消費者對於協同式推薦與暢銷排行榜推薦二種推薦系統的滿意度並無顯著差異。本研究結果提供三項具體的管理意涵:(1)網路商店提供消費者經驗性商品的推薦資訊,會增加消費者對網路商店的系統滿意度。(2)當消費者在購買新商品時,推薦經驗性商品和搜尋性商品的效果並無顯著差異,因此,網路商店應加強推薦訊息與商品資訊的說明,以提昇消費者的購買意願。(3)本研究成果可提供研究推薦系統績效的學者進行相關研究之參考。
While consumers are doing on-line shopping, customers have too large amount of information to deal with and thus some web stores appear to provide them the recommendation system mechanisms helping to filtrate information and make best purchasing strategy. This research investigates the affections to the satisfaction of recommendation systems when consumers purchase experience products and searching products under various purchasing missions, since different recommendation ways, product types and purchasing missions of customers lead to different benefits. The Whole process of research is made an analysis in the laboratory. The system satisfaction of experience products is explicitly higher than searching products under purchasing mission mode (control group), but it shows no explicit distinction among the types of product under purchasing new products mission mode. Moreover, it shows no explicit distinction among the system satisfaction of collaborative and top N recommendation system to customers.Three embodied management contributions are achieved from the entire research:(1) The web stores offer customers recommendation information of experience products and consequently come up with better purchasing satisfaction. (2) No explicit distinction appears between the experience and searching products, as consumers purchase new product. Therefore, in order to promote consumers'' purchase will, the web stores should strengthen the recommendation information and explanation of goods information. (3) The development from this research can be the reference material for scholars working with the effects of recommendation systems
中文摘要 I
英文摘要 II
誌 謝 III
目錄 IV
表目錄 V
圖目錄 VI
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 2
第四節 研究範圍 3
第五節 研究流程 3
第六節 論文架構 5
第貳章 文獻探討 6
第一節 推薦系統 6
第二節 協同過濾機制 10
第三節 非個人化推薦 18
第四節 搜尋模式 19
第五節 商品類型 26
第六節 滿意度 27
第參章 研究方法 30
第一節 研究架構 30
第二節 研究假說 31
第三節 研究變項 33
第四節 研究設計 35
第肆章 資料分析 52
第一節 資料分析方法 52
第二節 實驗樣本說明 53
第三節 假說檢定 55
第伍章 結論與建議 67
第一節 結果與討論 67
第二節 提出相關的建議 69
第三節 研究貢獻 70
第四節 研究限制及未來研究方向 70
參考文獻 72
附錄一 第一階段偏好收集問卷 75
中文
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