社会化商务环境下基于中智集和云模型的推荐方法研究

项目名称： 社会化商务环境下基于中智集和云模型的推荐方法研究

项目编号： No.71501192

项目类型： 青年科学基金项目

立项/批准年度： 2016

项目学科： 管理科学

项目作者： 张红宇

作者单位： 中南大学

项目金额： 17.4万元

中文摘要： 当前社会化商务环境下，社交网络数据和商品交易数据开始呈现体量大、高增长和多样化等大数据特征，使消费者购买决策更加困难。针对海量用户和海量商品提出有效的商品推荐方法，从而为消费者提供更精准的购买决策支持，是社会化商务发展面临的挑战。针对此，本项目拟以社会化商务环境下的商品推荐方法为研究对象，在识别影响消费者购买决策的社会化因素的基础上，采用中智集等理论对商品评价信息进行量化，研究各社会化因素下商品评价信息的集结方法，并对消费者的兴趣爱好、用户关系等群体属性进行挖掘和标注，计算消费者间的群体属性相似度，以识别相似群体，在此基础上提出基于云模型的商品推荐方法。该方法体现反映相似群体共识度的商品综合评价意见，并综合考虑社会化因素，以辅助消费者有效进行购买决策。此外，研究这些方法在实际社会化商务环境中的应用，验证这些方法的有效性和可行性，为社会化商务环境下的商品推荐提供理论依据和实践指导。

中文关键词： 社会化商务；推荐方法；中智集；云模型；购买决策

英文摘要： In social commerce, the data of social network and transaction might show some features of big data that could be characterized by large quantity, high growth and diversity, which makes it a more difficult problem for consumers’ purchase decision-making. Thus it is a challenge for social commerce to construct an effective commodity recommendation method involved in enormous users and amount of commodities to provide effective support to purchase decision-making for consumers. For this reason, the project may focus on the commodity recommendation method for social commerce. Firstly, investigate and recognize the social factors which influence consumers’ decision-making and study the measurement approaches of social factors by using neutrosophic sets theory. And then, aggregation approaches for assessment information will be explored. Besides, mine and mark consumer’s group properties such as hobbies and relation, calculate the group similarity between consumers to discover similar group, on the basis of which, commodity recommendation method with cloud model will be proposed. For the recommendation method could reflect the consensus degree of similar group and it takes into account the social factors, consumers could make purchase decision effectively and accurately. Finally, the application of the method in real social business environment will be studied to verify its practicality and feasibility to provide a theoretical basis and practical guidance for the commodity recommendation in social commerce.

英文关键词： social commerce;recommendation method;neutrosophic sets;cloud model;purchase decision-making