One of the attractive topics in the field of Internet business is blending Artificial Intelligence (AI) techniques with the business process. In this research, we suggest a web-based, customized hybrid recommendation mechanism using Case-Based Reasoning (CBR) and web data mining. CBR mechanisms are normally used in problems for which it is difficult to define rules. In web databases, features called attributes are often selected first for mining the association knowledge between related products. Therefore, data mining is used as an efficient mechanism for predicting the relationship between goods, customers’ preference, and future behavior. If there are some goods, however, which are not retrieved by data mining, we can’t recommend additional information or a product. In this case, we can use CBR as a supplementary AI tool to recommend the similar purchase case. Web log data gathered in a real-world Internet shopping mall was given to illustrate the quality of the proposed mechanism. The results showed that the CBR and web data mining-based hybrid recommendation mechanism could reflect both association knowledge and purchase information about our former customers.
Selecting clickstream data mining plans using a case-based reasoning application