Product Bundling in the Electronic Commerce Environment: A Hybrid Approach

Product bundling is a widespread practice in the current e-commerce environment. How- ever, there are few investigations about bundled commodities mining. Because no efficient method of product bundling is currently available, an expert selection of appropriate product bundling is a complex process. This is time-consuming and cannot efficiently meet the enterprise’s need. It is essential for a company to develop product bundling based on analyzing the related information that fits different requirements and maximizes the benefit. This study proposes a method of incorporating GA and rough set theory. The superiority of the proposed GA is its ability to model problems and explore solutions generically. The proposed method improves GA performance by reducing the domain range of the initial population and constrained crossover using rough set theory. The experimental results in this study confirm that this approach is highly effective and very promising.