A hybrid recommender system based on customer behavior and transaction data using generalized sequential pattern algorithm

Abstract

In the future, the quality of product suggestions in online retailers will influence client purchasing decisions. Unqualified product suggestions can result in two sorts of errors: false negatives and false positives. Customers may not return to the online store as a result of this. By merging sales transaction data and consumer behavior data in clickstream data format, this work offers a hybrid recommender system in an online store utilizing sequential pattern mining (SPM). Based on the clickstream data components, the product data whose status is only observed by consumers is assessed using the simple additive weighting (SAW) approach. Products with the two highest-ranking values are then coupled with product data that has been purchased and examined in the SPM using the generalized sequential pattern (GSP) method. The GSP algorithm produces rules in a sequence pattern, which are then utilized to construct product suggestions. According to the test results, product suggestions derived from a mix of sales transaction data and consumer behavior data outperform product recommendations generated just from sales transaction data. Precision, recall, and F-measure metrics values rose by 185.46, 170.83, and 178.43%, respectively.