The Research Of B2C Website Navigation Based On Concept Lattice

As China’s B2C e-commerce market matures, the B2C mall has begun graduallydeveloping from verticality to the diversification, comprehensiveness, which willinevitably lead to a sharp increase in the number of online products. The problem howusers according to their needs to find the product best suited to their goals onlinebecomes an important aspect of building e-commerce sites.This paper firstly reviews the current status of research on site navigation and itsmain technique and points out the lack of them. Then we present a new B2C sitenavigation method based on concept lattice which combines with ontology and formalconcept analysis. This method makes research on B2C products and users through thecombination of product attributes. In the approach product database is initial input, wederive product attributes clustering concept lattice through the formal concept analysis byextracting the product attribute information and making the concept of conversion. Theform of concept lattice to organizing products will make products having similarproperties close to each other. While the needs of users can be converted to requirementsfor product attributes, which can be formally described by ontology. Then we pick up theimplementation process of B2C site navigation by combining the product concept latticeand the ontology description for user demand on products. In experimental part, wedescribe the process of navigation in detail through the method we have researchedabove using the EC-Shop B2C mall system. The results show that this method can guidethe user to find the target product well. Finally, we point out the lack and limitation ofour method as well as the possible direction of future study on navigation.