Abstract
O2O business model synergize the efficiency improved from online retailing and value created from physical customer experience. Nowadays, while many O2O apps and services have been proposed, the study of the accuracy of customer targeting and the effectiveness of advertising in a dynamic environment are big challenges currently faced by O2O e-commerce. In this paper, we proposed a novel social recommendation mechanism for enhancing O2O e-commerce, by incorporating the techniques of context-awareness and social referral. The proposed mechanism could identify the most suitable ads for targeted users in a changing environment, and could significantly improve the effectiveness of advertising by taking the influence of friends into consideration.
| Original language | English |
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| Title of host publication | Proceedings - 2017 6th IIAI International Congress on Advanced Applied Informatics, IIAI-AAI 2017 |
| Editors | Kiyota Hashimoto, Naoki Fukuta, Tokuro Matsuo, Sachio Hirokawa, Masao Mori, Masao Mori |
| Publisher | Institute of Electrical and Electronics Engineers Inc. |
| Pages | 401-406 |
| Number of pages | 6 |
| ISBN (Electronic) | 9781538606216 |
| DOIs | |
| State | Published - 15 Nov 2017 |
| Event | 6th IIAI International Congress on Advanced Applied Informatics, IIAI-AAI 2017 - Hamamatsu, Shizuoka, Japan Duration: 9 Jul 2017 → … |
Publication series
| Name | Proceedings - 2017 6th IIAI International Congress on Advanced Applied Informatics, IIAI-AAI 2017 |
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Conference
| Conference | 6th IIAI International Congress on Advanced Applied Informatics, IIAI-AAI 2017 |
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| Country/Territory | Japan |
| City | Hamamatsu, Shizuoka |
| Period | 9/07/17 → … |
Keywords
- Location-based Service
- O2O
- Social Recommender systems
- Social referral