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http://dx.doi.org/10.3745/KIPSTB.2012.19B.4.231

Regulatory Focus Classification for Web Shopping Consumers According to Product Type  

Baik, Jong-Bum (숭실대학교 컴퓨터학과)
Han, Chung-Seok (숭실대학교 컴퓨터학과)
Jang, Eun-Young (숭실대학교 벤처중소기업학과)
Kim, Yong-Bum (숭실대학교 벤처중소기업학과)
Choi, Ja-Young (숭실대학교 경영대학 벤처중소기업학과)
Lee, Soo-Won (숭실대학교 컴퓨터학부)
Publication Information
The KIPS Transactions:PartB / v.19B, no.4, 2012 , pp. 231-236 More about this Journal
Abstract
According to consumer behavior theory, human propensity can be divided into two regulatory focus types: promotion and prevention. These two types have much influence on the consumer's decision in many diverse areas. In this research, we apply regulatory focus theory to personalized recommendation to minimize the cold start problem and to improve the performance of recommendation algorithms. To achieve this goal, we extract the consumer behavior variables and information exploration activity index from web shopping logs. We then use them for classifying regulatory focus of the consumer. This research has the contribution to show the possibility of systematization of consumer behavior theory as an interdisciplinary research tool of social science and information technology. Based on this attempt, we will extend the research to IT services adapting theories on other areas.
Keywords
Regulatory Focus Theory; Product Type; Classification; Personalization; Web Shopping Log; User Modeling; Information Exploration Activity Index;
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