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A Novel Recommendation Model for Online-to-Offline Service Based on the Customer Network and Service Location
Stockholm University, Faculty of Social Sciences, Stockholm Business School. University of Chinese Academy of Sciences, China.
Number of Authors: 22020 (English)In: Journal of Management Information Systems, ISSN 0742-1222, E-ISSN 1557-928X, Vol. 37, no 2, p. 563-593Article in journal (Refereed) Published
Abstract [en]

We propose a new online-to-offline (O2O) service recommendation method based on a novel customer network and service location (CNLRec) in order to help customer to choose the ideal O2O services from a large set of alternatives. Our customer network, based on the co-used behaviors obtained from the online rating matrix, captures customers' online behaviors while service location reflects offline behavior characteristic of the customer. For a target customer, a ranking of candidate services based on their locations and this network is generated, in which customer scale usage bias is eliminated. Our experimental results show that: First, even though the rating matrix is sparse, most customers are connected to our proposed customer network, which largely addresses the problem of sparse data. Second, CNLRec outperforms widely-used and state-of-the-art recommendation methods. In addition, e-commerce recommendations that use CNLRec without including item location information (CNRec) has better performance than existing methods. Third, all attributes in CNLRec, including network attributes (relationship degree and customer attribute) and location attributes, play a significant role in recommendations. Specially, O2O service location plays an important role in O2O service selection. In our research, we find the optimal combinations of these attributes.

Place, publisher, year, edition, pages
2020. Vol. 37, no 2, p. 563-593
Keywords [en]
Online-to-offline model, O2O service recommendation, customer network, service location, rating matrix, sparse data
National Category
Computer and Information Sciences Media and Communications Economics and Business
Identifiers
URN: urn:nbn:se:su:diva-183584DOI: 10.1080/07421222.2020.1759927ISI: 000544481800012OAI: oai:DiVA.org:su-183584DiVA, id: diva2:1455371
Available from: 2020-07-23 Created: 2020-07-23 Last updated: 2025-01-31Bibliographically approved

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Wu, Desheng

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