e-Commerce Personalized Recommendation Based on Machine Learning Technology

Abstract

As e-commerce offers more and more choices for users, its structure becomes more and more complicated. Inevitably, it brings about the problem of information overload. The solution to this problem is an e-commerce personalized recommendation system using machine learning technology. People often seem confused when facing extensive information and cannot grasp the key points. This paper studies the personalized recommendation technology of e-commerce: deeply analyzes the related technologies and algorithms of the e-commerce recommendation system and proposes the latest architecture of the e-commerce recommendation system according to the current development status of the e-commerce recommendation system. The system recommends accuracy and real-time requirements and divides the system into two parts: offline mining and online recommendation and analyzes and implements the functions and technologies of each part. User-based recommender systems, collaborative filtering recommender systems, and content-based recommender systems are analyzed, respectively. The personalized recommendation cannot only quickly help customers find the required commodity information in a wide range of complex information but also can compare more commodity information to help customers to judge. However, the existing recommendation system has some problems such as the lack of recommendation personality, the reduced relevance of recommendation, and the poor timeliness of recommendation. Finally, a recommendation system that combines three recommendation algorithms is designed, and experiments are carried out. The newly designed recommendation system is compared with three different recommendation systems, and a summary and outlook are made. Based on the introduction of the relevant theories, characteristics, and mainstream technologies of personalized recommendation based on machine learning, this document presents a constructive example of a model based on the factors that influence personalized e-commerce information recommendations in the retail sector. Through questionnaire surveys, we analyze and design the influencing factors for consumers to purchase personalized products after the survey and build a project using state-of-the-art field learning techniques. Through the model to test the eight hypotheses proposed in this paper, the results show that customer income level, customer online shopping experience, commodity prices, product quality, recommendation relevance, credit evaluation, and service quality will have a significant positive impact on shopping willingness and ultimately affect the customer’s shopping behavior. e-commerce platform can use this influencing factor to establish personalized information recommendation service mode.