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

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.

The Implicit Aesthetic Preference for Mobile Marketing Interface Layout—An ERP Study

“…The editing process of the materials should not introduce layouts that do not exist in real-world practice. As one of the promising application fields of our work is the marketing recommendation systems (Xu et al, 2021) which deliver large amounts of marketing content to the customers, we grabbed a large number of mobile marketing campaign interfaces from the mobile recommendation systems on the Internet with a web crawler introduced in one of our previous works (Xiao et al, 2020). We made 30 interface images as the stimulus materials with reference to the layouts of the grabbed interfaces.…”

Customers‘ Preferences in Mobile Marketing in the Southeast Asian Countries

“…Growing popularity of mobile technology result in possible platform of creating new relations with customers [29][30][31][32]. Mobile networks provide services not available in the past, e. g. promotion of products, services, and communication with all customer segments [33][34][35]. Because of mobile phones, customers can be addressed wherever and at any time.…”

Utilizing Multiple Regression Analysis and Entropy Method for Automated Aesthetic Evaluation of Interface Layouts

“…Furthermore, existing mobile marketing recommendation methods lack further research into user data and the layout features of mobile marketing recommendation interfaces, thus failing to utilize user aesthetic preference information to improve the quality of mobile market recommendations. Research on utilizing the layout information of mobile marketing interfaces and user aesthetic preferences from an aesthetic perspective for layout remains insufficient [34].…”