Development of an Ontology-Based Recommendation System for Agricultural Product E-Commerce on the WooCommerce Platform: A case study of Wang Somza Local Enterprise Group in Phitsanulok Province

ผู้แต่ง

  • Pramote Sittijuk Lecturer in Major of Information Technology, Faculty of Business and Accounting, Phitsanulok University
  • Prissana Sooksiri Lecturer in Major of Business Computer, Faculty of Business and Accounting, Phitsanulok University
  • Surang Kongmuenruk Lecturer in Major of Business Computer, Faculty of Business and Accounting, Phitsanulok University
  • Thiyada Soithongpong Lecturer in Major of Tourism and Hotel Management, Faculty of Business and Accounting, Phitsanulok University
  • Naruchit Rukliang Lecturer in Major of Tourism and Hotel Management, Faculty of Business and Accounting, Phitsanulok University

คำสำคัญ:

Agricultural product, Ontology-based recommendation system, WooCommerce platform, Wang Somza Local Enterprise Group

บทคัดย่อ

         This study examines the use of an ontology-based recommendation system for agricultural product sales on the WooCommerce platform, specifically designed for the Wang Somza Local Enterprise Group in Phitsanulok Province. The objective is to improve the online shopping experience by providing personalized product recommendations, efficient order management, and better customer service.

         The ontology model is structured to organize and connect critical e-commerce data elements such as orders, customers, products, and reviews. It consists of three layers: the first layer covers basic e-commerce concepts; the second focuses on online sales-specific details; and the third categorizes agricultural products like oilseeds, herbs, and vegetables. This structure aids in data analysis, more accurate recommendations, and effective product management. Semantic Web Rule Language (SWRL) is used to create rules that infer valuable information from the ontology, enabling the system to offer personalized recommendations based on customer behavior, preferences, and past interactions. The algorithm combines database management (DBMS) with SPARQL queries to extract relevant data, search the database, and enhance recommendations using the ontology.

         Performance evaluation results indicate that the system is effective in retrieving relevant information, with high precision (0.90) and recall (0.85). Despite this, certain areas, such as customer support and order management, received lower satisfaction scores, indicating room for improvement in these aspects. Overall, the system's average satisfaction score  (x̅= 4.24, SD = 0.60) reflects high satisfaction, with the system showing clear benefits in product discovery, personalized recommendations, and customer experience, while also identifying areas for further enhancement.

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เผยแพร่แล้ว

2025-06-30

How to Cite

Sittijuk, P., Sooksiri, P., Kongmuenruk, S., Soithongpong, T., & Rukliang, N. (2025). Development of an Ontology-Based Recommendation System for Agricultural Product E-Commerce on the WooCommerce Platform: A case study of Wang Somza Local Enterprise Group in Phitsanulok Province. วารสารวิทยาการจัดการ มหาวิทยาลัยราชภัฏธนบุรี, 7(1), 180–198. สืบค้น จาก https://so10.tci-thaijo.org/index.php/msdru/article/view/2316