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Register a new userE-commerce Recommendation with Weighted Expected Utility
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Added by
Zhichao Xu
Publication date
2020
fields
Informatics Engineering
and research's language is
English
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Different from shopping at retail stores, consumers on e-commerce platforms usually cannot touch or try products before purchasing, which means that they have to make decisions when they are uncertain about the outcome (e.g., satisfaction level) of purchasing a product. To study peoples preferences, economics researchers have proposed the hypothesis of Expected Utility (EU) that models the subject value associated with an individuals choice as the statistical expectations of that individuals valuations of the outcomes of this choice. Despite its success in studies of game theory and decision theory, the effectiveness of EU, however, is mostly unknown in e-commerce recommendation systems. Previous research on e-commerce recommendation interprets the utility of purchase decisions either as a function of the consumed quantity of the product or as the gain of sellers/buyers in the monetary sense. As most consumers just purchase one unit of a product at a time and most alternatives have similar prices, such modeling of purchase utility is likely to be inaccurate in practice. In this paper, we interpret purchase utility as the satisfaction level a consumer gets from a product and propose a recommendation framework using EU to model consumers behavioral patterns. We assume that consumer estimates the expected utilities of all the alternatives and choose products with maximum expected utility for each purchase. To deal with the potential psychological biases of each consumer, we introduce the usage of Probability Weight Function (PWF) and design our algorithm based on Weighted Expected Utility (WEU). Empirical study on real-world e-commerce datasets shows that our proposed ranking-based recommendation framework achieves statistically significant improvement against both classical Collaborative Filtering/Latent Factor Models and state-of-the-art deep models in top-K recommendation.
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Nowadays, E-commerce is increasingly integrated into our daily lives. Meanwhile, shopping process has also changed incrementally from one behavior (purchase) to multiple behaviors (such as view, carting and purchase). Therefore, utilizing interaction data of auxiliary behavior data draws a lot of attention in the E-commerce recommender systems. However, all existing models ignore two kinds of intrinsic heterogeneity which are helpful to capture the difference of user preferences and the difference of item attributes. First (intra-heterogeneity), each user has multiple social identities with otherness, and these different identities can result in quite different interaction preferences. Second (inter-heterogeneity), each item can transfer an item-specific percentage of score from low-level behavior to high-level behavior for the gradual relationship among multiple behaviors. Thus, the lack of consideration of these heterogeneities damages recommendation rank performance. To model the above heterogeneities, we propose a novel method named intra- and inter-heterogeneity recommendation model (ARGO). Specifically, we embed each user into multiple vectors representing the users identities, and the maximum of identity scores indicates the interaction preference. Besides, we regard the item-specific transition percentage as trainable transition probability between different behaviors. Extensive experiments on two real-world datasets show that ARGO performs much better than the state-of-the-art in multi-behavior scenarios.
Category recommendation for users on an e-Commerce platform is an important task as it dictates the flow of traffic through the website. It is therefore important to surface precise and diverse category recommendations to aid the users journey through the platform and to help them discover new groups of items. An often understated part in category recommendation is users proclivity to repeat purchases. The structure of this temporal behavior can be harvested for better category recommendations and in this work, we attempt to harness this through variational inference. Further, to enhance the variational inference based optimization, we initialize the optimizer at better starting points through the well known Metapath2Vec algorithm. We demonstrate our results on two real-world datasets and show that our model outperforms standard baseline methods.
Recommender systems play a vital role in modern online services, such as Amazon and Taobao. Traditional personalized methods, which focus on user-item (UI) relations, have been widely applied in industrial settings, owing to their efficiency and effectiveness. Despite their success, we argue that these approaches ignore local information hidden in similar users. To tackle this problem, user-based methods exploit similar user relations to make recommendations in a local perspective. Nevertheless, traditional user-based methods, like userKNN and matrix factorization, are intractable to be deployed in the real-time applications since such transductive models have to be recomputed or retrained with any new interaction. To overcome this challenge, we propose a framework called self-complementary collaborative filtering~(SCCF) which can make recommendations with both global and local information in real time. On the one hand, it utilizes UI relations and user neighborhood to capture both global and local information. On the other hand, it can identify similar users for each user in real time by inferring user representations on the fly with an inductive model. The proposed framework can be seamlessly incorporated into existing inductive UI approach and benefit from user neighborhood with little additional computation. It is also the first attempt to apply user-based methods in real-time settings. The effectiveness and efficiency of SCCF are demonstrated through extensive offline experiments on four public datasets, as well as a large scale online A/B test in Taobao.
Building a recommendation system that serves billions of users on daily basis is a challenging problem, as the system needs to make astronomical number of predictions per second based on real-time user behaviors with O(1) time complexity. Such kind of large scale recommendation systems usually rely heavily on pre-built index of products to speedup the recommendation service so that online user waiting time is un-noticeable. One important indexing structure is the product-product index, where one can retrieval a list of ranked products given a seed product. The index can be viewed as a weighted product-product graph. In this paper, we present our novel technologies to efficiently build such kind of indexed product graphs. In particular, we propose the Swing algorithm to capture the substitute relationships between products, which can utilize the substructures of user-item click bi-partitive graph. Then we propose the Surprise algorithm for the modeling of complementary product relationships, which utilizes product category information and solves the sparsity problem of user co-purchasing graph via clustering technique. Base on these two approaches, we can build the basis product graph for recommendation in Taobao. The approaches are evaluated comprehensively with both offline and online experiments, and the results demonstrate the effectiveness and efficiency of the work.
Modern E-commerce websites contain heterogeneous sources of information, such as numerical ratings, textual reviews and images. These information can be utilized to assist recommendation. Through textual reviews, a user explicitly express her affinity towards the item. Previous researchers found that by using the information extracted from these reviews, we can better profile the users explicit preferences as well as the item features, leading to the improvement of recommendation performance. However, most of the previous algorithms were only utilizing the review information for explicit-feedback problem i.e. rating prediction, and when it comes to implicit-feedback ranking problem such as top-N recommendation, the usage of review information has not been fully explored. Seeing this gap, in this work, we investigate the effectiveness of textual review information for top-N recommendation under E-commerce settings. We adapt several SOTA review-based rating prediction models for top-N recommendation tasks and compare them to existing top-N recommendation models from both performance and efficiency. We find that models utilizing only review information can not achieve better performances than vanilla implicit-feedback matrix factorization method. When utilizing review information as a regularizer or auxiliary information, the performance of implicit-feedback matrix factorization method can be further improved. However, the optimal model structure to utilize textual reviews for E-commerce top-N recommendation is yet to be determined.
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