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研究生:鄭雲珊
研究生(外文):Yun-Shan Cheng
論文名稱:建構以價值為基礎的推薦方法
論文名稱(外文):Identifying and Recommending User-Interested Attributes with Values
指導教授:許秉瑜許秉瑜引用關係
指導教授(外文):Ping-Yu Hsu
學位類別:博士
校院名稱:國立中央大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:47
中文關鍵詞:使用者價值推薦系統方法目的鏈
外文關鍵詞:User valuesrecommendation systemMeans end chain
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為了吸引線上消費者的注意力以及增加其購買意願,許多線上電子商務業者紛紛採用以內容為基礎的推薦方法作為其線上購物之推薦系統。然而,除了以文字為基礎的文件之外,很少理論深入探討如何有效的篩選消費者感興趣的產品特徵。然而,根據方法目的鏈理論—消費者選擇產品的關鍵在於其「屬性/利益/價值」。因此,本研究研發一個建構於方法目的鏈理論上的演算法,用來識別出消費者偏好的產品屬性並進一步加以推薦。本研究測試兩組實驗,用以比較本研究所研發之演算法『以價值為基礎的推薦方法』(Value-Based Recommendation, VBR)與以內容為基礎的推薦方法以及混合式的推薦方法做精確度與效能之比較。
To retain consumer attention and increase their purchasing rates, many online e-commerce vendors have adopted content-based approaches in their recommender systems. However, except text based documents, there are few theoretic background guiding the selection of elements. On the other hand, Means-End Chain theory pointed out that deciding elements that dictate product selection include attributes, benefits, and values can be systematically identified. This study strived to establish a methodology to recommend favorite attributes to users based on Means-End Chain theory. Two experiments were conducted to compare and contrast the performance of the proposed method Value-Based Recommendation (VBR) and two traditional content (attribute) based methodologies.
中文提要 ……………………………………………………………… i
英文提要 ……………………………………………………………… ii
目錄 ……………………………………………………………… iii
圖目錄 ……………………………………………………………… iv


一、 緒論………………………………………………………… 1
二、 文獻探討…………………………………………………… 5
2-1 方法目的鏈理論…………………………………………… 6
2-2 階梯法……………………………………………………… 8
2-3 以內容為基礎的推薦系統與相關議題…………………… 10
2-3-1 過度專業化………………………………………………… 10
2-3-2 受限制的內容分析問題…………………………………… 11
三、 研究方法…………………………………………………… 13
3-1 以軟式與硬式階梯法建構價值階層圖…………………… 13
3-2 以價值階層圖為基礎之以價值為基礎的推薦方法……… 14
四、 結果………………………………………………………… 18
4-1 經由軟式階梯法來發展硬式階梯問項…………………… 18
4-2 以硬式階梯法建構價值為基礎的推薦方法……………… 19
4-3 比較方法說明……………………………………………… 21
4-4 推薦精確度之比較:以價值為基礎的推薦方法對以內容為基礎的推薦方法與混合式推薦方法 22
4-5 驗證以機率增強之價值階層圖的適用性 23
五、 結論………………………………………………………… 24
5-1 結論與意涵………………………………………………… 24
5-2 貢獻和未來研究方向……………………………………… 25
參考文獻 ……………………………………………………………… 28
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