Sistemas de recomendación en el comercio electrónico y la e-educación

Palabras clave

Sistemas de recomendación
personalización de producto
experiencias online
comercio electrónico

Cómo citar

CABAL CRUZ, C., MARTÍNEZ LÓPEZ, F. J., & MOLINA MORENO, V. (2018). Sistemas de recomendación en el comercio electrónico y la e-educación. Criterio Libre, 8(12), 161-182.


La cantidad de información disponible y su dispersión, hace que los individuos acudan a fuentes de información externas a la hora de tomar decisiones de compra o cuando están buscando información con fines académicos y/o investigativos, a fin de obtener recomendaciones que optimicen el uso de sus recursos. En el contexto de internet, se han desarrollado aplicaciones denominadas Sistemas de Recomendación (SR), utilizadas para cumplir con estos fines, beneficiando tanto a las organizaciones como a los consumidores/usuarios. El objetivo del presente trabajo es explicar la incorporación de estrategias de marketing para la personalización de productos/información y la experiencia, en el comercio electrónico y en la educación a distancia o virtual. Las conclusiones obtenidas indican que la investigación desarrollada en torno al papel de fuentes de información impersonales en la toma de decisiones ha sido escasa. Sin embargo, su importancia en el proceso de comercio y de educación en internet se refleja en la posibilidad de personalizar la información a las preferencias o necesidades de sus diferentes usuarios, como ha sido demostrado en las aplicaciones de SR en el ámbito comercial.


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