Sistemas de recomendación en el comercio electrónico y la e-educación
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2010v8n12.1264Palabras clave:
Sistemas de recomendación, personalización de producto, experiencias online, comercio electrónico, e-educaciónResumen
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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Referencias
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Detlor, B. & Arsenault, C. (2002). "Web Information Seeking and Retrieval in Digital Library Contexts: Towards an Intelligent Agent Solution", in: Online Information Review, Vol. 26, No. 6, pp. 404-412.
Endo, S. & Kincade, D. (2008). "Mass customization for long-term relationship development", in: Qualitative Market Research: An International Journal, Vol. 11, No. 3, pp. 275-294.
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Martínez, F.; Cabal, C.; Gázquez, J.; Rodríguez, I. (2009). "A Theoretical Approximation to the Psychological Aspects related to the Consumer's adoption and use of a Website Recommendation System", in: Proceedings of The 28th North American Fuzzy Information Processing Society Annual Conference (NAFIPS2009).
Martínez, F.; Rodríguez, I.; Gázquez J.; Sánchez, M.; & Cabal, C. (2010). "Psychological Elements Explaining the Consumer's Adoption and Use of a Website Recommendation System. A theoretical framework proposal", in:
Internet Research. Por aparecer.
Maes, P. (1994). "Agents that reduce work and information overload", in: Communications of the ACM, Vol. 37, No. 7, pp. 30-40.
Nwana, H. & Ndumu, D. (1996). "An introduction to agent technology", in: BT Technology Journal, Vol 14, No. 4.
Pine II, B.J. (1993). Mass Customization. Boston: Harvard Business School Press.
Pine II, B.J.; Gilmore, J.H. (1999). The Experience Economy. Boston: Harvard Business School Press.
Price, L. & Feick, L.F. (1984). "The role of interpersonal sources in external search: an information perspective", in: Advances in Consumer Research, Vol. 11, No. 1, pp. 250-255.
Resnick, P.; Varian, H. (1997). "Recommendation systems", in: Communications of the ACM, Vol. 40, No. 3, pp. 56-58.
Resnick, P.; Iacovou, N.; Suchak, M.;
Bergstrom, P. & Riedl, J. (1994). "Grouplens: an open architecture for collaborative filtering of netnews", in: Proceedings of the ACM Conference on Computer Supported Cooperative Work, New York: Assoc. Comput. Mach, pp. 130-137.
Rosen, D. & Olshavsky, R.C. (1987). "The dual role of informational social influence: implications for marketing management", in: Journal of Business Research, Vol. 15, No. 2, pp. 123-144.
Schafer, J.B.; Konstan, J.A. & Riedl, J. (2001). "E-Commerce Recommendation Applications", in: Data Mining and Knowledge Discovery, Vol. 5, pp. 115153.
Sarwar B.; Karypis, G.; Konstan, J. & Riedl, J. (2000). "Analysis of recommender algorithms for e-commerce", in: Proceedings of the ACM E-commerce 2000 Conference, pp. 17-20.
Senecal, S.; Nantel, J. (2002). "Online influence of relevant others: a framework", in: Working Paper, RBC Financial Group Chair of E-Commerce, HEC Montreal, University of Montreal.
Shardanand, U. & Maes, P. (1995). "Social information filtering: algorithms for automating "word of mouth", in: Proceedings of the Conference on Human Factors in Computing Systems (CHI `95). pp. 210217.
Shih, T.K.; Chiu, C.-F.; Hsu, H.-H. & Lin, F. (2002). "An integrated framework for recommendation systems in e-commerce", in: Industrial Management & Data Systems, Vol. 102, No. 8, pp. 417-431.
Schwartz, B. (2004). The paradox of choice: why more is less. New York: HarperCollins.
Tood, P. & Benbasat, I. (1994). "The Influence of Decision Aids on Choice Strategies: An Experimental Analysis of the Role of Cognitive Effort", in: Organizational Behavior and Human Decision Processes, Vol. 60, No. 1, pp. 36-74.
Wooldridge, M. & Jennings J.R. (1994) "Agent theories, architectures, and languages: a survey", in: Proceedings of ECAI-94 Workshop on Agent Theories, Architectures, and Languages, Amsterdam, The Netherlands.
Xiao, B. & Benbasat, I. (2007). "E-commerce product recommendation Agents: Use, Characteristics, and Impact", in: MIS Quaterly, Vol. 31, No. 1, pp. 137-209.
Zaïane, O. (2002). "Building a Recommender Agent for e-Learning Systems", in: Proceedings of the International Conference on Computers in Education (ICCE'02).
Ansari, Asim; Essegaier, Skander & Kohli, Rajeev. (2000). "Internet recommendation systems", in: Journal of Marketing Research, Vol. 37, No. 3, pp.363.
Benbasat, I. & Zmud, R.W. (2003). "Identity crisis within the IS discipline: defining and communicating the discipline's core properties", in: MIS Quarterly, Vol. 27, No. 1, pp. 183-194.
Bickart, B. & Schindler, R.M. (2001). "Internet forums as influential sources of consumer information", in: Journal of Interactive Marketing, Vol. 15, No. 3, pp. 31-40.
Burke, R. (2002). "Hybrid recommender systems: Survey and experiments", in: User Modeling and User-Adapted Interaction, Vol. 12, No. 4, pp. 331-370.
Chen, H. & Chen, A. (2005). "A music recommendation system based on music and user grouping", in: Journal of Intelligent Information Systems, Vol. 24, No. 2/3, pp. 113-132.
Daradoumis, T.; Rodríguez, I.; Faulin, J.; Juan, A.; Xhafa, F. & Martínez, F. (2010). "Customer Relationship Management applied to higher education: developing an e-monitoring system to improve relationships in electronic learning environments", in: Int. J. Services Technology and Management, Vol. 14, No. 1. pp. 103-125.
Detlor, B. & Arsenault, C. (2002). "Web Information Seeking and Retrieval in Digital Library Contexts: Towards an Intelligent Agent Solution", in: Online Information Review, Vol. 26, No. 6, pp. 404-412.
Endo, S. & Kincade, D. (2008). "Mass customization for long-term relationship development", in: Qualitative Market Research: An International Journal, Vol. 11, No. 3, pp. 275-294.
Gershoff, A.D.; Mukherjee, A. & Mukhopadhyay, A. (2003). "Consumer acceptance of online agent device: extremity and positivity effects", in: Journal of Consumer Psychology, Vol. 13, No. 1/2, pp. 161-170.
Goldberg, D., Nichols, D., Oki, B.M., & Terry, D. (1992). "Using Collaborative Filtering to Weave an Information Tapestry", in: Communications of the ACM, Vol. 35. pp. 61-70.
Grenci, R.T. & Todd, P.A. (2002). "SolutionsDriven Marketing", in: Communications of the ACM, Vol. 45, No. 2, pp. 64-71.
Grönroos, C. (1997). "Keynote paper from marketing mix to relationship marketing - towards a paradigm shift in marketing", in: Management Decision, Vol. 34, No. 4, pp. 332-339.
Grönroos, C. (2004). "The relationship marketing process: communication, interaction, dialogue, value", in: Journal of Business & Industrial Marketing, Vol. 19, No. 2, pp. 99-113.
Häubl, G.; Trifts, V. (2000). "Consumer Decision Making in Online Shopping Environments:
The Effects of Interactive Decision Aids", in: Marketing Science, Vol. 19, No. 1, pp. 4-21.
Haynes, G.A. (2009). "Testing the boundaries of the choice overload phenomenon: the effect of number of options and time pressure on decision difficulty and satisfaction", in: Psychology and Marketing, Vol. 26, No. 3, pp. 204-212.
Hemsley-Brown, J. & Oplatka, I. (2006) "Universities in a competitive global marketplace. A systematic review of the literature on higher education marketing", in: Int. J. Public Sector Management, Vol. 19, pp. 316-338.
Hill, W., Stead, L., Rosenstein, M., & Furnas, G. (1995). "Recommending and valuating choices in a virtual community of use", in: Proceedings of ACM (CHI'95) Conference on Human Factors in Computing Systems, pp. 194-201.
Iyengar, S.S.; Lepper, M.R. (2000). "When choice is demotivating: can one desire too much of a good thing", in: Journal of Personality and Social Psychology, Vol. 79, No. 6, pp. 995-1006.
Jennings, N.R; Wooldridge, M.J. (1998). Agent technology: foundations, applications, and markets. UNICOM Seminars Ltd/Springer - Verlag. Berlin Heidelberg.
Komiak, S.; Benbasat, I. (2006). "The Effects of Personalization and Familiarity on Trust and Adoption of Recommendation Agents", in: MIS Quarterly, Vol. 30, No. 4, pp. 941960.
Kumar, N.; Benbasat, I. (2006). "The Influence of Recommendations and Consumer Reviews on Evaluations of Websites", in: Information Systems Research, Vol. 17, No. 4, pp. 425439.
Liang, T.; Huang, J. (2000). "A framework for applying intelligent agents to support electronic trading", in: Decision Support Systems, Vol. 28, pp. 305-317.
Linden, G.; Smith, B.; York, J. (2003). "Amazon.com recommendations: item-to-
item collaborative filtering", in: IEEE Internet Computing, Vol. 7, No. 1, pp. 76-80.
Liu, D.-R.; Shih Y.-Y. (2005) "Hybrid approaches to product recommendation based on customer lifetime value and purchase preferences", in: The Journal of Systems and Software, Vol. 77. pp. 181-191.
Maes, P. (1999). "Smart commerce: The future of intelligent agents in cyberspace", in: Journal of Interactive Marketing, Vol. 13, No. 3, pp. 66-76.
Martínez, F.; Cabal, C.; Gázquez, J.; Rodríguez, I. (2009). "A Theoretical Approximation to the Psychological Aspects related to the Consumer's adoption and use of a Website Recommendation System", in: Proceedings of The 28th North American Fuzzy Information Processing Society Annual Conference (NAFIPS2009).
Martínez, F.; Rodríguez, I.; Gázquez J.; Sánchez, M.; & Cabal, C. (2010). "Psychological Elements Explaining the Consumer's Adoption and Use of a Website Recommendation System. A theoretical framework proposal", in:
Internet Research. Por aparecer.
Maes, P. (1994). "Agents that reduce work and information overload", in: Communications of the ACM, Vol. 37, No. 7, pp. 30-40.
Nwana, H. & Ndumu, D. (1996). "An introduction to agent technology", in: BT Technology Journal, Vol 14, No. 4.
Pine II, B.J. (1993). Mass Customization. Boston: Harvard Business School Press.
Pine II, B.J.; Gilmore, J.H. (1999). The Experience Economy. Boston: Harvard Business School Press.
Price, L. & Feick, L.F. (1984). "The role of interpersonal sources in external search: an information perspective", in: Advances in Consumer Research, Vol. 11, No. 1, pp. 250-255.
Resnick, P.; Varian, H. (1997). "Recommendation systems", in: Communications of the ACM, Vol. 40, No. 3, pp. 56-58.
Resnick, P.; Iacovou, N.; Suchak, M.;
Bergstrom, P. & Riedl, J. (1994). "Grouplens: an open architecture for collaborative filtering of netnews", in: Proceedings of the ACM Conference on Computer Supported Cooperative Work, New York: Assoc. Comput. Mach, pp. 130-137.
Rosen, D. & Olshavsky, R.C. (1987). "The dual role of informational social influence: implications for marketing management", in: Journal of Business Research, Vol. 15, No. 2, pp. 123-144.
Schafer, J.B.; Konstan, J.A. & Riedl, J. (2001). "E-Commerce Recommendation Applications", in: Data Mining and Knowledge Discovery, Vol. 5, pp. 115153.
Sarwar B.; Karypis, G.; Konstan, J. & Riedl, J. (2000). "Analysis of recommender algorithms for e-commerce", in: Proceedings of the ACM E-commerce 2000 Conference, pp. 17-20.
Senecal, S.; Nantel, J. (2002). "Online influence of relevant others: a framework", in: Working Paper, RBC Financial Group Chair of E-Commerce, HEC Montreal, University of Montreal.
Shardanand, U. & Maes, P. (1995). "Social information filtering: algorithms for automating "word of mouth", in: Proceedings of the Conference on Human Factors in Computing Systems (CHI `95). pp. 210217.
Shih, T.K.; Chiu, C.-F.; Hsu, H.-H. & Lin, F. (2002). "An integrated framework for recommendation systems in e-commerce", in: Industrial Management & Data Systems, Vol. 102, No. 8, pp. 417-431.
Schwartz, B. (2004). The paradox of choice: why more is less. New York: HarperCollins.
Tood, P. & Benbasat, I. (1994). "The Influence of Decision Aids on Choice Strategies: An Experimental Analysis of the Role of Cognitive Effort", in: Organizational Behavior and Human Decision Processes, Vol. 60, No. 1, pp. 36-74.
Wooldridge, M. & Jennings J.R. (1994) "Agent theories, architectures, and languages: a survey", in: Proceedings of ECAI-94 Workshop on Agent Theories, Architectures, and Languages, Amsterdam, The Netherlands.
Xiao, B. & Benbasat, I. (2007). "E-commerce product recommendation Agents: Use, Characteristics, and Impact", in: MIS Quaterly, Vol. 31, No. 1, pp. 137-209.
Zaïane, O. (2002). "Building a Recommender Agent for e-Learning Systems", in: Proceedings of the International Conference on Computers in Education (ICCE'02).
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2018-02-08
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Sistemas de recomendación en el comercio electrónico y la e-educación. (2018). Criterio Libre, 8(12), 161-182. https://doi.org/10.18041/1900-0642/criteriolibre.2010v8n12.1264
