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An Analysis of the Effectiveness of Applying the Recommendation Algorithm in Contents Commerce : Focused on Video Review
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콘텐츠 커머스에서 추천 알고리즘 적용효과 분석 : 동영상 리뷰를 중심으로

논문 기본 정보

Type
Academic journal
Author
Pil-Sung Kim (11번가주식회사) Ho-Seok Jung (㈜에이앤씨랩) Ki-Bong Kim (해군대학교) Yongtae Shin (숭실대학교)
Journal
한국IT정책경영학회 한국IT정책경영학회 논문지 한국IT정책경영학회 논문지 제13권 제1호 KCI Accredited Journals
Published
2021.1
Pages
2,299 - 2,304 (6page)

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An Analysis of the Effectiveness of Applying the Recommendation Algorithm in Contents Commerce : Focused on Video Review
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Abstract· Keywords

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The e-commerce industry has been thinking about a new distribution method that increases traffic and enables immediate purchase, differently from the existing sales method. With the explosive increase in online shopping triggered by COVID-19 and the prolonged stay at home, the method of providing products through combination with content is being introduced competitively. The introduction of commerce functions of YouTube and Instagram, and the introduction of live commerce in the e-commerce are playing a important role. In this study, we proposed an algorithm to increase purchase efficiency through content recommendation in media commerce. Specially, we proposed a MAB algorithm based on the popularity of each gender and age in shopping malls and a collaborative filtering algorithm based on their behavior history. As a result of A/B test, the CTR of CF-based was 65.3% better than that of MAB algorithm-based. In order to overcome the coverage problem, we plan to try to increase the efficiency of recommendation by additionally analyzing the customer's media consumption behavior such as movies, dramas, and music.
#콘텐츠 #커머스 #MAB #동영상 #추천

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방연주 / 2020 / 포스트 코로나, 미디어커머스의 ‘뉴노멀’은? / 방송문화- 421:107~114 dbpia 이상옥 / 2017 / E-커머스의 스마트미디어 플랫폼 확장에 관한 연구 / 기업과혁신연구 10(3):17~37 google schola 김지수 / 2019 / Contextual multi-armed bandit algorithm for semiparametric reward model google schola 김정동 / 2013 / 소셜 커머스의 성장과 상품추천 기술 / 한국멀티미디어학회지 17(1):28~36 dbpia 정원식 / 2017 / 국내 V커머스 2.0 콘텐츠와 MCN 연계 전략 / 디지털콘텐츠학회논문지 18(3):599~606 dbpia

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