個人化旅遊情境感知推薦系統之建置與應用

The Establishment and Application of a Personalized Tourism Context-Aware Recommendation System

顏昌明(Chang-Ming Yan) ； 陳心淳(Sin-Chun Chen) ； 范玟瑄(Wen-Hsuan Fan) ； 黃徑怡(Jing-I Huang) ； 曾雅婕(Ya-Chieh Tseng)

《Electronic Commerce Studies》 16卷4期 (2018/12) Pp. 287-313

摘要

推薦系統現已快速發展，幾乎是成功電子化企業必備的技術，傳統推薦系統多假設使用者的喜好固定不變，但實務上使用者的喜好常會隨著周遭情境變化而改變，導致推薦結果不一定能符合使用者的期望。在全球線上購物與服務排名上，旅遊業一直高居前三名，再加上行動服務成熟，使用者在旅遊中隨著情境變化而改變喜好已是常態，但在現行研究中，探討各情境感知技術並實做於行動服務上者，仍屬少數。因此，本研究以行動裝置為平台，建置一以旅遊為例的情境感知推薦系統，說明其架構及各模組達到透過蒐集使用者喜好，在出遊前進行個人化推薦；並在行程中透過情境感知，即時推薦使用者當下最適合的新去處。本研究實作一系統並設計實驗了解使用者滿意度，透過滿意度問卷調查分析得知，本系統之滿意度在資訊內容、個人化推薦與系統價值三個構面，均較無推薦的對照組有顯著差異，表示本研究所建置之個人化旅遊情境感知系統架構，確實能提升使用者對旅遊推薦系統的滿意程度。

關鍵字

情境感知推薦系統 ； 旅遊推薦 ； 內容式推薦 ； 個人化推薦

並列摘要

Recommendation systems (RSs) have developed rapidly and have become an almost essential technology for successful e-business. Traditional RSs assume that the user's preferences are fixed, but the user's preferences typically vary with the surrounding context, and the recommended results may not meet the user's expectations. In global online service rankings, e-tourism has always ranked in the top three, and now with the maturity and ubiquity of mobile services, it is normal for traveling users to change their preferences as their environment and locale change. However, in the literature, there are few investigations into context-aware technologies and how to implement them on mobile services. Therefore, the purpose of this study is to establish a context-aware RS based on tourism. By collecting user preferences, personalized recommendations are made before traveling. And with the help of context-aware recommendation techniques, the most appropriate new location can be recommended for users throughout their journey. The results of a satisfaction survey show that in terms of the three constructs of information design, personalized recommendation, and system value, the user satisfaction of this context-awareness RS is significantly higher than that of the non-recommended control group. This indicates that the personalized travel context-aware RS can indeed increase user satisfaction with its recommendations.

並列關鍵字

context-aware recommendation system ； travel recommendation ； content-based recommendation ； personalized recommendation

參考文獻

Liang, T.-P., Lai, H.-J., & Ku, Y.-C. (2006). Personalized content recommendation and user satisfaction: Theoretical synthesis and empirical findings. Journal of Management Information Systems, 23(3), 45-70.

Resnick, P., & Varian, H. R. (1997). Recommender systems. Communications of the ACM, 40(3), 56-58.

Payne, J. W., Bettman, J. R., & Johnson, E. J. (1993). The Adaptive Decision Maker. UK: Cambridge University Press.

Payne, J., Bettman, J., & Johnson, E. (1991). Consumer decision making. In Robertson, T., Kassarjian, H. (eds.), Handbook of Consumer Behaviour (pp.50-84). Prentice-Hall : Englewood Cliffs.

Hasuike, T., Katagiri, H., & Tsuda, H. (2016). A new recommendation system for personal sightseeing route from subjective and objective evaluation of tourism information. Information Engineering Express, 2(3), 1-10.