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1、AKnowledge-basedRecommenderSystemforCustomizedOnlineShopping网络购物推荐系统11AbstractTheconceptofpersonalizationhaslongbeenadvocatedtobeoneoftheedgestoimprovethestickinessofon-linestores.Byenablinganon-linestorewithadequateknowledgeaboutthepreferencecharacteristicsofdifferentcustomers,i
2、tispossibletoprovidecustomizedservicestofurtherraisethecustomersatisfactionlevel.Inthispaper,wedescribeindetailshowtoimplementaknowledge-basedrecommendersystemforsupportingsuchanadaptivestore.Ourproposedconceptualframeworkischaracterizedbyauserprofilingandproductcharacterizationm
3、odule,amatchingengine,anintelligentgiftfinder,andabackendsubsystemforcontentmanagement.Aprototypeofanon-linefurnishingcompanyhasbeenbuiltforideaillustration.Limitationsandfutureextensionsoftheproposedsystemarealsodiscussed.Keywords:On-lineShopping,Personalization,RecommenderSyste
4、ms,Knowledge-basedSystems1INTRODUCTIONThedevelopmentofWebtechnologieshasbroughtalotofadvantagestomerchantsformovingtheirbusinessonline.Withinthepastfewyears,alargevarietyofon-linestoreshasbeenstartedinthecyberspace.However,thesurvivalrateisjustaround50%,wheresomerecognizeddom-com
5、likeBoo.com,Kozmo.com,MVP.comareincluded[1].Webelievethatoneimportantfactordeterminingthesuccessofon-linestoresiswhethertheon-lineshoppingexperiencecanbeenhancedtosuchanextentthatsomecustomerschoosetoandcontinuetoshopon-line.Alongthisdirection,theconceptofpersonalizationhaslongbe
6、enadvocatedasoneoftheedgestoimprovethestickinessofon-linestores.Asurvey,recentlyconductedbyCyberDialogue,revealsthatcustomersaremorelikelytopurchasefromasitethatallowspersonalization,andregisteratasitethatallowspersonalizationorcontentcustomization[2].Toachievethat,anon-linestore
7、needstobeenabledwithadequateknowledgeaboutcustomers'preferencecharacteristicsanduseiteffectivelytoprovidepersonalizedserviceswithhighprecision.Atypicalexampleofpersonalizedservicesistheuseofrecommendersystems.RecommendersystemshavebeenimplementedbymanybigWebretailers,suchasAmazon
8、.comandCDNow.com.Typically,theyuseaninte
