A Recommendation Scheme Considering Customer%26apos;s Psychological Patterns in M-Commerce Environment

作者：Park Won Ik; Kang Sanggil; Kim Young Kuk^*

来源：Information-An International Interdisciplinary Journal, 2012, 15(7): 3005-3019.

• M-Commerce
• Recommendation
• Psychological Pattern
• Consumer behavior

Today, mobile e-commerce has become widespread due to technological advances and the dissemination of mobile devices that make business transactions possible anytime, anywhere. However, factors such as slow processing speed, limited RAM, small, low-resolution screens, limited battery life, somewhat unreliable data connections, and extensive product information can hinder mobile e-commerce. Therefore, it is necessary to develop a method to promote customer spending by selectively providing only product information that is necessary and helpful to customers. In this paper, we propose a recommendation system that utilizes other data, such as information on latent or unconscious customers%26apos; psychological patterns. Toward this end, we apply the psychological pattern called DISC behavioral style classification model, which is commonly used in psychology and sociology, to the e-commerce context. A virtual second-hand goods transaction application for the Android platform was used for the experiment, and the performance of the recommendation system was compared to that of other methods based on the results obtained through actual distribution.

• 出版日期2012-7