Web-based Recommendation Systems for Personalized e-Commerce Shopping

Abstract

In an e-commerce environment, personalization has taken on an important role in improving service levels, and fostering customer loyalty. In addition, the recommendation systems techniques that support many personalization systems are capable of customizing the recommendation of products and the display of advertisements to the individual level. This chapter provides a review of the major recommendation approaches used in web-based personalization, and their associated techniques. Broadly, these recommendation systems can be classified into demographics-based, collaborative-filtering-based, association-based, and content-based recommendation approaches.