Research on Mobile Marketing Recommendation Method Incorporating Layout Aesthetic Preference for Sustainable m-Commerce

Liang Xiao, Hangxiao Mao and Shu Wang
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Liang Xiao: School of Management and E-Business, Zhejiang Gongshang University, Hangzhou 310018, China
Hangxiao Mao: School of Management and E-Business, Zhejiang Gongshang University, Hangzhou 310018, China
Shu Wang: School of Management and E-Business, Zhejiang Gongshang University, Hangzhou 310018, China

Sustainability, 2020, vol. 12, issue 6, 1-25

Abstract: The strong interactivity and size limitation of the mobile interface calls for the utilization of users’ aesthetic preferences to provide better mobile marketing recommendations in order to promote the sustainable development of m-commerce. Existing studies mostly focus on matching user interests by analyzing marketing content properties. The studies for utilizing the layout information and user aesthetic preferences for the layout of the mobile marketing interface from an aesthetic perspective are insufficient. This paper proposes a mobile marketing recommendation method (LAPR) that incorporates layout aesthetic preferences. Based on the traditional content-based and collaborative filtering recommendation methods, this method introduces users’ aesthetic preferences for interface layout into a mobile marketing recommender. From an aesthetic perspective, a new interface layout design quantification method, a user aesthetic preference similarity measurement model, and a recommendation result ranking method are designed. Experiments show that compared to traditional methods, LAPR is significantly higher in recommendation precision in the task for recommending the same content and outperforms traditional methods in recall, precision, and F-metrics in the common recommendation task. We conclude that incorporating aesthetic preference for layout can improve mobile marketing recommendation quality and promote the sustainable development of m-commerce.

Keywords: recommendation system; mobile commerce; mobile marketing; aesthetic preference; interface layout design (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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