隨著網際網路與電子產品的蓬勃發展，消費市場已逐漸轉型為無國界與時空限制的形式，因此，產品發售除了藉由零售商與通路商向消費者展示外，低成本、高曝光的網路平台也成為產品推銷的熱門選項。台灣擁有完整便利的通路及物流網絡，加上高普及率的網際網路與移動網絡，使得台灣擁有每年700億元的電子商務市場。各電子商務平台為了搶食消費市場，無不致力於投入推薦系統的研發工作中，此系統不僅從消費者購買流程中擷取消費者對於產品的喜好，更能在下一次瀏覽商店時推薦明星商品，以提升消費額。
本研究利用認知地圖為收集零散資料之工具，結合過去文獻探討之消費者購買決策影響因子與關聯性，經由決策資源系統- POOL 2精算後，可加強因子關係的完整性，其成果可用來預測消費者喜好及購買行為。認知地圖為人類對某特定環境，因個人認知與想像之差異而產生與實際位置偏移或扭曲之路徑，並在腦中繪製成一路徑圖，此路徑圖的終點將會決定是否實際做出特定行為。換句話說，消費者因自身喜好或外在條件而對產品產生不同的印象會影響消費者是否購買產品，而喜好與外在條件會在消費者腦中形成一獨特的認知地圖。
本研究之結果可藉由消費者之個人選擇，經過認知地圖的路徑指示，預測消費者是否願意購買，不僅協助網路商家改善產品與網頁特質符合消費者期待，也提供網路平台公司改善推薦系統。

With the booming increase in E-commerce market sales in the world, lower searching costs and convenience have resulted in a huge internet population. The companies who own the transaction platforms and internet shops are devoting themselves to the development of recommended systems and websites that correspond to their customers’ needs in order to raise sales. A cognitive map (CM) is a good tool to capture human cognition for the purpose of predicting reflective behavior and to integrate scattered information. Therefore, we use a CM to map factors from previous studies related to consumer purchases and relationships. Moreover, we put a CM into a decision support system called POOL 2 to enhance the structure. The system can figure out cognitive integrity and identify implications among the factors and relationships. The results indicate that the cognitive map and POOL2 are available to compute scattered information. In this study, we found only one factors raised after computing. This means there is some effect between factors not found before. It can therefore give shop owners and platform managers some new suggestions.

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