USING SOCIAL NETWORK ANALYSIS AS A STRATEGY FOR E-COMMERCE RECOMMENDATION

Recommender agents are being widely used by E-commerce business to help customers make decisions from a large amount of choices. To improve the performance of recommendation agents, three main approaches (content-based approaches, collaborative approaches and hybrid approaches) have been proposed to address recommendation problem whose basic idea is to discover similarity of items and users and predicate users’ preference toward a set of items. This provides potential for using social network analysis to make recommendations since social network analysis can be used to investigate the relationships of customers. In this research, we illustrate the concepts of social network analysis and how it can be employed to make better recommendations in E-commerce context. Application and research opportunities are presented

Whole-Chain Recommendations

With the recent prevalence of Reinforcement Learning (RL), there have been tremendous interests in developing RL-based recommender systems. In practical recommendation sessions, users will sequentially access multiple scenarios, such as the entrance pages and the item detail pages, and each scenario has its specific characteristics. However, the majority of existing RL-based recommender systems focus on optimizing one strategy for all scenarios or separately optimizing each strategy, which could lead to sub-optimal overall performance. In this paper, we study the recommendation problem with multiple (consecutive) scenarios, i.e., whole-chain recommendations. We propose a multi-agent RL-based approach (DeepChain), which can capture the sequential correlation among different scenarios and jointly optimize multiple recommendation strategies. To be specific, all recommender agents (RAs) share the same memory of users' historical behaviors, and they work collaboratively to maximize the overall reward of a session. Note that optimizing multiple recommendation strategies jointly faces two challenges in the existing model-free RL model - (i) it requires huge amounts of user behavior data, and (ii) the distribution of reward (users' feedback) are extremely unbalanced. In this paper, we introduce model-based RL techniques to reduce the training data requirement and execute more accurate strategy updates. The experimental results based on a real e-commerce platform demonstrate the effectiveness of the proposed framework.Comment: 29th ACM International Conference on Information and Knowledge Managemen

What attracts vehicle consumers’ buying:A Saaty scale-based VIKOR (SSC-VIKOR) approach from after-sales textual perspective?

Purpose: The increasingly booming e-commerce development has stimulated vehicle consumers to express individual reviews through online forum. The purpose of this paper is to probe into the vehicle consumer consumption behavior and make recommendations for potential consumers from textual comments viewpoint. Design/methodology/approach: A big data analytic-based approach is designed to discover vehicle consumer consumption behavior from online perspective. To reduce subjectivity of expert-based approaches, a parallel Naïve Bayes approach is designed to analyze the sentiment analysis, and the Saaty scale-based (SSC) scoring rule is employed to obtain specific sentimental value of attribute class, contributing to the multi-grade sentiment classification. To achieve the intelligent recommendation for potential vehicle customers, a novel SSC-VIKOR approach is developed to prioritize vehicle brand candidates from a big data analytical viewpoint. Findings: The big data analytics argue that “cost-effectiveness” characteristic is the most important factor that vehicle consumers care, and the data mining results enable automakers to better understand consumer consumption behavior. Research limitations/implications: The case study illustrates the effectiveness of the integrated method, contributing to much more precise operations management on marketing strategy, quality improvement and intelligent recommendation. Originality/value: Researches of consumer consumption behavior are usually based on survey-based methods, and mostly previous studies about comments analysis focus on binary analysis. The hybrid SSC-VIKOR approach is developed to fill the gap from the big data perspective

Trust- and Distrust-Based Recommendations for Controversial Reviews

Recommender systems that incorporate a social trust network among their users have the potential to make more personalized recommendations compared to traditional collaborative filtering systems, provided they succeed in utilizing the additional trust and distrust information to their advantage. We compare the performance of several well-known trust-enhanced techniques for recommending controversial reviews from Epinions.com, and provide the first experimental study of using distrust in the recommendation process

Trust-Networks in Recommender Systems

Similarity-based recommender systems suffer from significant limitations, such as data sparseness and scalability. The goal of this research is to improve recommender systems by incorporating the social concepts of trust and reputation. By introducing a trust model we can improve the quality and accuracy of the recommended items. Three trust-based recommendation strategies are presented and evaluated against the popular MovieLens [8] dataset

Knowledge-aware Complementary Product Representation Learning

Learning product representations that reflect complementary relationship plays a central role in e-commerce recommender system. In the absence of the product relationships graph, which existing methods rely on, there is a need to detect the complementary relationships directly from noisy and sparse customer purchase activities. Furthermore, unlike simple relationships such as similarity, complementariness is asymmetric and non-transitive. Standard usage of representation learning emphasizes on only one set of embedding, which is problematic for modelling such properties of complementariness. We propose using knowledge-aware learning with dual product embedding to solve the above challenges. We encode contextual knowledge into product representation by multi-task learning, to alleviate the sparsity issue. By explicitly modelling with user bias terms, we separate the noise of customer-specific preferences from the complementariness. Furthermore, we adopt the dual embedding framework to capture the intrinsic properties of complementariness and provide geometric interpretation motivated by the classic separating hyperplane theory. Finally, we propose a Bayesian network structure that unifies all the components, which also concludes several popular models as special cases. The proposed method compares favourably to state-of-art methods, in downstream classification and recommendation tasks. We also develop an implementation that scales efficiently to a dataset with millions of items and customers