Study on Directed Trust Graph Based Recommendation for E-commerce System

Authors

  • Haidong Zhong Zhejiang Wanli University
  • Shaozhong Zhang Institute of Electronics and Information, Zhejiang Wanli University No. 8 South Qianhu Rd., Ningbo, Zhejiang, 315100, PR, China
  • Yanling Wang Institute of Modern Logistics, Zhejiang Wanli University No. 8 South Qianhu Rd., Ningbo, Zhejiang, 315100, PR, China
  • Yonggang Shu School of Tourism and City Management, Zhejiang Gongshang University Xuezheng Street, Hangzhou, 310018, PR, China

Keywords:

Trust, Recommendation, Graph, E-commerce, Feedback

Abstract

Automated recommender systems have played a more and more important role in marketing and ever increasingly booming e-commerce systems. They provide useful predictions personalized recommendations according to customers’ characteristics and a variety of large and complex product offerings. In many of these recommendation technologies Collaborative Filtering (CF) has proven to be one of the most successful recommendation method, which has been widely used in many e-commerce systems. The success of CF recommendation depends mainly on locating similar neighbors to get recommendation items. However, many scholars have found that the process of finding similar neighbors often fail, due to some inherent weaknesses of CF based recommendation. In view of this, we propose a trust feedback recommendation algorithm based on directed trust graph (DTG), which is able to propagate trust relationship. In our approach, there is no need to compute similarity between users, but utilize the trust relation between them to conduct prediction calculation. Based on the analysis of human trust perception, we incorporate the process into our recommendation algorithm. Experimental evaluation on real life Epinions datasets shows that the effectiveness and practicability of our approach.

Author Biography

Haidong Zhong, Zhejiang Wanli University

Institute of Modern Logistics

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Published

2014-06-15

Issue

Vol. 9 No. 4 (2014): International Journal of Computers Communications & Control (August)

Section

Articles

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