전자상거래에서의 협업 추천을 위한 고객 프로필 모델

Collaborative recommendation is one of the most widely used methods of automated product recommendation in e-Commerce. For analyzing the customer’s preference, traditional explicit ratings are less desirable than implicit ratings because it may impose an additional burden to the customers of e-commerce companies which deals with a number of products. Cardinal scales generally used for representing the preference intensity also ineffective owing to its increasing estimation errors. In this paper, we propose a new way of constructing the ordinal scale-based customer profile for collaborative recommendation. A Web usage mining technique and lexicographic consensus are employed. An experiment shows that the proposed method performs better than existing CF methodologies.