Applying domain knowledge and social information to product analysis and recommendations: an agent-based decision support system

Abstract: The advance of Internet and Web technologies has boosted the development of electronic commerce. More and more people have changed their traditional trading behaviors and started to conduct Internet shopping. However, the exponentially increasing product information provided by Internet enterprises causes the problem of information overload, and this inevitably reduces the customer's satisfaction and loyalty. To overcome this problem, in this paper we propose a multi‐agent system that is capable of eliciting expert knowledge and of recommending optimal products for individual consumers. The recommendations are based on both product knowledge from domain experts and the customer's preferences from system–consumer interactions. In addition, the system also uses behavior patterns collected from previous consumers to predict what the current consumer may expect. Experiments have been conducted and the results show that our system can give sensible recommendations, and it is able to adapt to the most up‐to‐date preferences for the customers.