Abstract In this research product database is initial input, and it derives product attributes clustering concept lattice through the formal concept analysis by extracting the product attribute information and making the concept of conversion. Then it picks up the implementation process of B2C site navigation by combining the product concept lattice and the user’ demand on products. In experimental part, it describes the process of navigation in detail through the method researched above using the EC-Shop B2C mall system. The results show that this method can guide the user to find the target product well.
2013, Vol. 10 
