The Development of Ontologies to Promotion for Products Food Type of Community Enterprise

Abstract

The purposes of this research was to design, develop and evaluate the ontologies to promotion for products food type of community enterprise and study the relationship between personal factors and behavior in the use of ontologies in the decision to buy food products of community enterprise groups. Collect data for use in ontology design with questionnaires to be used to design classes and the relationship between classes. Develop ontology with the Hozo program. There are two parts of the ontology assessment: 1) Assessing the accuracy of the ontology structure by experts and 2) Evaluation the effectiveness of ontology data retrieval by users. The samples used in the research were 450 internet users obtained by purposive sampling. The tools used in research are ontologies to promotion for products food type of community enterprise and user satisfaction questionnaire. Data analysis with basic statistics consists of mean, percentage and standard deviation (S.D.) and evaluation of data retrieval efficiency to test for precision, recall and F-measure The results of the study 1. Ontology design for marketing promotion for food products of the community enterprise group, there is an appropriate ontology structure. x= 4.54 , S.D. = 0.40. Consistent with the 1st hypothesis. 2. The evaluation results of the retrieval efficiency of the developed system are at a good level, average of precision = 0.84 , average of recall = 0.76 and average of F-measure = 0.80 . Consistent with the 2nd hypothesis. 3 Users of ontologies to promotion for products food type of community enterprise is satisfied at the highest level, x= 4.61 and S.D. = 0.10. Consistent with the 3rd hypothesis.