A product network analysis for extending the market basket analysis
- 作者：Hyea Kyeong Kim ; Jae Kyeong Kim ; jaek@khu.ac.kr ; Qiu Yi Chen
- 关键词：Market basket analysis ; Product network ; Social network analysis ; Personalized service
- 刊名：Expert Systems with Applications
- 出版年：2012
- 期刊代码：62_09574174
- 类别：et
- 出版时间：15 June, 2012
- 卷：39
- 期：8
- 页码：7403-7410
- 文件大小：869 K
摘要
In this study, we propose a product network analysis, a network-based analysis to analyze a network-leveled relation among all products. Compared to market basket analysis, which focuses on the transaction-leveled relation between products, the suggested product network analysis focuses on extended network-leveled point of view of the relation between all products. For such a purpose, we suggest two kinds of product networks, market basket networks and co-purchased product networks. Two networks are comparatively evaluated to analyze the topological characteristics and the structure of those networks. The extended use of market basket analysis, network-leveled analysis are expected to be more effectively and efficiently used in personalized services, such as cross selling, up selling, and personalized product display utilizing the deep relation between products.