1. A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce Author ： Rustam Vahidov, Fei Ji Source ： Electrnic Commerce Research and Applications Vol.4, 2005, pp. 143-158 Presented By ： Ya-Ju Liu ( 劉雅茹 ) Date ： 2005/12/15

2. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 2 Outline Introduction Methodology Fuzzy Weighted-Sum Model Cluster Analysis Architecture Conclusion Comment

3. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 3 Introduction Motivation The wealth of information threatens to overload the customers Purpose Propose a method for supporting consumer buying decisions in EC

4. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 4 Methodology Fuzzy weighted-sum model (FWSM)FWSM Partition the alternatives into different grade Cluster analysis (CA)CA Explore similarity between people, products, and behaviors Provide the most dissimilar cluster

5. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 5 FWSM ： Fuzzy utility ： Utility of the i th attribute of product ： Fuzzy weight of that attribute Calculate the attractiveness of product

6. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 6 CA Group observations based on the similarity measure X, Y ： products w i ： weight i ： product features

7. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 7 Architecture User Interface (WWW) Criteria Management Fuzzy Filter Product DB Clustering Module Recommendations Generator Recommendations Profiles Buyer Client Server

8. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 8 Criteria Management Partition the products into different classes Fuzzy terms  Fuzzy weightsFuzzy terms  Fuzzy weights Provide the most dissimilar clusters Cluster analysis (CA) Euclidian distance metric

9. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 9 Fuzzy Weight 567567

10. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 10 Fuzzy Filter Assign grades to the products Fuzzy utility

11. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 11 Fuzzy Utility (1/2) 0.75*1+0.714*1+0.429*1+0.461*1+1*1+1*1+0*1+0*1+0.679*1 = 5.05 0.75*4+0.714*4+0.429*4+0.461*4+1*4+1*4+0*4+0*4+0.679*4 = 20.21 0.75*7+0.714*7+0.429*7+0.461*7+1*7+1*7+0*7+0*7+0.679*7 = 35.36

12. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 12 Fuzzy Utility (2/2)

13. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 13 Clustering Module Clustered using hierarchical method N diverse alternatives are presented to the user Example ： According to the weights (price) N=3 Three alternatives would greatly vary on price and be presented

14. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 14 Recommender Profile Generated by the system in terms of key types Match between the alternatives and the profiles Luxury Value Budget

15. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 15 Recommendation List

16. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 16 Conclusion Fuzzy model Allow customers some level of latitude in describing their preferences Diverse product recommendations would help the customers to find the right products The method has to be effectively employed by the EC websites

17. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 17 Comment Fuzzy method using in recommender system Crisp Set  Fuzzy Set

18. 2005/12/15 A Diversity-based Method for Infrequent Purchase Decision Support in E-Commerce 18 Thanks for your listening