Smart Digital Platforms for E-Commerce: Innovations in Product Management and Personalized Recommendations
Keywords:
e-commerce platform, Product management, Product recommendation system, Artificial intelligenceAbstract
This research studies 1) user needs in using an e-commerce platform, 2) necessary functions and features, and 3) the appropriateness of the technology and techniques used in developing the platform. Data was collected from 140 users, divided into 1) executives, 2) customers, and assessing the appropriateness from 20 experts. Intelligent e-commerce digital platform system for product management and product introduction has six sub-systems: 1) Web application 2) Intelligent e-commerce with sub-functions consisting of 2.1) Product introduction 2.2) Order management 2.3) Customer management 2.4) Warehouse management 2.5) Marketing and promotion 2.6) Customer service 3) Security 4) Cloud database 5) Analysis and reporting 6) User interface. The research results found that 1) Executives need features to analyze sales data the most (60 percent), while customers need an automatic product recommendation system based on usage behavior (64 percent). 2) Executives need a function to analyze sales trends (70 percent), while customers need a product recommendation system function that matches their interests (49 percent). 3) The suitability of the technology and techniques used in developing the platform is at the highest level ( = 4.60). The suitability of the technology and techniques used in developing the system is consistent with the users' needs. The research results are beneficial for designing and developing the system.
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