An Empirical Study on Personalized Product Recommendation Based on Cross-Border E-Commerce Customer Data Analysis

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Author(s): Wanwan Li (Universiti Kebangsaan Malaysia, Malaysia & Taizhou Vocational & Technical College, China), Ying Cai (Taizhou Vocational & Technical College, China), Mohd Hizam Hanafiah (Universiti Kebangsaan Malaysia, Malaysia)and Zhenwei Liao (Universiti Kebangsaan Malaysia, Malaysia)
Copyright: 2024
Volume: 36
Issue: 1
Pages: 16
Source title: Journal of Organizational and End User Computing (JOEUC)
Editor(s)-in-Chief: Sangbing (Jason) Tsai (International Engineering and Technology Institute (IETI), Hong Kong)and Wei Liu (Qingdao University, China)
DOI: 10.4018/JOEUC.335498

Keywords: Computer Science & IT / End-User Computing / Human-Computer Interaction / Information Science Reference

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Abstract

Thanks to the rapid growth of cross-border e-commerce platforms, numerous cross-border items are now available to customers. Several serious issues with cross-border e-commerce platforms related to item promotion and consumer product screening have arisen. Particular importance should be placed on studying and implementing personalized recommendation systems based on international e-commerce. In light of the quick expansion of commodities, when making individualized suggestions, traditional recommendation algorithms have had to deal with issues such as scant data, a chilly start to the market, and trouble identifying user preferences. To automatically mine the implicit and latent relationships between users and objects in recommendation systems, this study employs deep learning with nonlinear learning capabilities, which resolves the challenges of user interest mining. The weaknesses of the existing global recommendation research are emphasized, the study of conventional recommendation algorithms mixed with deep learning technology is deep factorization machine (DeepFM) and neural matrix factorization (NeuMF) models. Both models excel in recommending implicit feedback data. The DeepFM model yields the lowest loss function values, while the NeuMF model outperforms the competing models in terms of HR@20 (a commonly used indicator to measure the recall rate) and loss functions. In summary, this research addresses critical issues in cross-border e-commerce by developing personalized recommendation systems and integrating deep learning with traditional recommendation algorithms to enhance global recommendations.

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An Empirical Study on Personalized Product Recommendation Based on Cross-Border E-Commerce Customer Data Analysis

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