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Recommendation Systems for e-Shopping: Review of Techniques for Retail and Sustainable Marketing

Author

Listed:
  • George Stalidis

    (Department of Organisation Management, Marketing and Tourism, International Hellenic University, 57400 Thessaloniki, Greece)

  • Iphigenia Karaveli

    (Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece)

  • Konstantinos Diamantaras

    (Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece)

  • Marina Delianidi

    (Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece)

  • Konstantinos Christantonis

    (Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece)

  • Dimitrios Tektonidis

    (Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece)

  • Alkiviadis Katsalis

    (Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece)

  • Michail Salampasis

    (Department of Information and Electronic Engineering, International Hellenic University, 57400 Thessaloniki, Greece)

Abstract

In recent years, the interest in recommendation systems (RSs) has dramatically increased, as they have become main components of all online stores. The aims of an RS can be multifaceted, related not only to the increase in sales or the convenience of the customer, but may include the promotion of alternative environmentally friendly products or to strengthen policies and campaigns. In addition to accurate suggestions, important aspects of contemporary RSs are therefore to align with the particular marketing goals of the e-shop and with the stances of the targeted audience, ensuring user acceptance, satisfaction, high impact, and achieving sustained usage by customers. The current review focuses on RS related to retail shopping, highlighting recent research efforts towards enhanced e-shops and more efficient sustainable digital marketing and personalized promotion. The reported research was categorized by main approach, key methods, and specialized e-commerce problems addressed, while technological aspects were linked with marketing aspects. The increasing number of papers in the field showed that it has become particularly popular, following the explosive growth in e-commerce and mobile shopping. The problems addressed have expanded beyond the performance of the core algorithms to the business aspects of recommendation, considering user acceptance and impact maximization techniques. Technologies have also shifted from the improvement of classic filtering techniques to complex deep learning architectures, in order to deal with issues such as contextualization, sequence-based methods, and automatic feature extraction from unstructured data. The upcoming goals seem to be even more intelligent recommendations that more precisely adapt not only to users’ explicit needs and hidden desires but also to their personality and sensitivity for more sustainable choices.

Suggested Citation

  • George Stalidis & Iphigenia Karaveli & Konstantinos Diamantaras & Marina Delianidi & Konstantinos Christantonis & Dimitrios Tektonidis & Alkiviadis Katsalis & Michail Salampasis, 2023. "Recommendation Systems for e-Shopping: Review of Techniques for Retail and Sustainable Marketing," Sustainability, MDPI, vol. 15(23), pages 1-33, November.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:23:p:16151-:d:1284406
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    References listed on IDEAS

    as
    1. Meen Chul Kim & Chaomei Chen, 2015. "A scientometric review of emerging trends and new developments in recommendation systems," Scientometrics, Springer;Akadémiai Kiadó, vol. 104(1), pages 239-263, July.
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    3. Sarah Bouraga & Ivan Jureta & Stéphane Faulkner & Caroline Herssens, 2014. "Knowledge-Based Recommendation Systems: A Survey," International Journal of Intelligent Information Technologies (IJIIT), IGI Global, vol. 10(2), pages 1-19, April.
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