隨著世界經濟之快速發展與消費者生活品質之大幅提升，消費者之購物習慣亦隨之改變。為滿足顧客之商品選擇需求，多數新型態賣場乃擴大其商品展示空間，以提供多樣化且數量充足之商品予顧客；此外，賣場內商品往往依對應類別擺設、購物環境寬廣且舒適。然而此類型之購物賣場於滿足顧客之商品選擇需求時，並未同時提供完善之購物協助服務，如此類型之賣場並未提供針對顧客個人購物偏好而設計之商品推薦型錄予顧客，因此顧客選購商品時無法取得有效之商品選購建議。此外，寬廣之購物賣場僅於商品擺放區域架設大型商品類別招牌以協助顧客尋找商品，此商品位置指引方式未必能有效縮短顧客尋找商品之時間。因此，本研究即針對賣場之購物協助服務提出個人化商品推薦清單之推論法則與購物路線之規劃與指引法則，並以此些法則為基礎且結合RFID技術建構一套購物協助服務系統。
本研究之精神乃綜合考量顧客之購物需求、購物偏好與賣場之商品促銷程度，以推論並提供顧客個人化推薦商品清單、購物路線建議與購物路線之即時指引。而本研究之詳細作法首先乃取得目標顧客之購物需求以及其過去之購物紀錄；之後，結合賣場之商品促銷程度，以推算針對目標顧客而言各商品之推薦瀏覽程度。而後再以商品推薦瀏覽程度、商品擺放櫃架位置與目標顧客之預定完成購物時間等購物條件為基礎，篩選出推薦予目標顧客瀏覽之推薦商品清單，並以動態規劃方法規劃可使目標顧客以最短總路徑長完成所有推薦商品之瀏覽的購物路線。最後，本研究並應用RFID技術提供目標顧客即時之購物路線指引。此外，本研究乃參考各大賣場之營運資料以建立一小型模擬賣場，並於此模擬賣場中進行系統績效驗證，以分析本研究所提出之購物路線規劃與指引方法論的可行性與有效性。而由系統驗證結果可知，購物協助服務系統適用之賣場規模範圍廣、購物路線規劃結果明顯優於一般顧客常採用的路線規劃方法且其定位效能佳。整體而言，本研究所發展之推論法則與系統模組不僅可協助顧客達成有效率之購物，亦可提升賣場之購物協助服務品質，進而達成提升賣場商品銷售業績之目的。

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