Professional Documents
Culture Documents
Volume: 2 Issue: 12
ISSN: 2321-8169
4150 - 4155
_______________________________________________________________________________________________
Vikas Maral
Abstract On the social media, lots of people share their experiences through various factors like blogs, online ratings, reviews,
online polling and tweets. Study shows that the factors such as interpersonal interest and interpersonal influence from the social
media which is based on the circles as well as groups of friends leads to opportunities and challenges in solving the problems on
datasets. This challenge is for the Recommender System (RS) to find the solution on cold start and sparsity problems. In this
paper, on the basis of the probabilistic matrix factorization, the social factors like personal interest, interpersonal influence and
interpersonal interest similarity are combined into a unified personalized recommendation model. These factors can improve the
associating linkage in latent space. Various datasets are used to conduct the experiments to get the results that show that the
proposed model performs better than the existing approaches.
__________________________________________________*****_________________________________________________
I.
INTRODUCTION
_______________________________________________________________________________________
ISSN: 2321-8169
4150 - 4155
_______________________________________________________________________________________________
_______________________________________________________________________________________
ISSN: 2321-8169
4150 - 4155
_______________________________________________________________________________________________
II.
MODEL
4152
IJRITCC | December 2014, Available @ http://www.ijritcc.org
_______________________________________________________________________________________
ISSN: 2321-8169
4150 - 4155
_______________________________________________________________________________________________
This objective function can be minimized efficiently using
gradient descent method in [3]. (2) where r is an offset value
[1], which is empirically set as user's average rating value in
the training data. Once U and P are learned by the gradient
decent approach which are the low-rank matrices, which we
detail in Section IV. And then, rating values can be predicted
according to (2) for any user-item pairs.
B. CircleCon Model
The CircleCon model [1] has been found to outperform
BaseMF and SocialMF [3] with respect to accuracy of the RS.
The approach focuses on the factor such as interpersonal trust
in social network as well as infers the trust circle. The useruser trust value is represented by the matrix S. Furthermore,
the whole trust relationship in the social network is divided
into several sub-networks Sc, called inferred circle [1], and
each circle is related to a single category c of items. in the
example item The Dakota Bar of New York that belongs to the
category Night Life in Yelp as shown in Table 3. If user u
rated the item, then user u is in the circle of category Night
Life. In category c, the directed and weighted social
relationship of user u with user v (the value of u trusts v or the
influence of v to u) is represented by a positive value . Here c
u F is the set of user us friends in c. Four variants of defining
interpersonal trust value are systematically compared in this
model: 1) CircleCon1, which means each user v gets assigned
the same trust value to user u in c; 2) CircleCon2a, , here is the
set of items rated by user v in c and | c v H |is the total number
of items in ; 3) CircleCon2b, c= c*, where c is the voting value
in c from all followers of user v. It is a good indication that v
is an expert in c, if most of v's followers have many ratings in
c. 4) CircleCon3, trust splitting. Assume user u1 and user u2
both belong to category c1 and c2, u1 is a friend of u2 and the
number of ratings u1 issued in category c1 and c2 are 7 and 3
respectively. The trust value in original social network is. To
decrease the predicted error, the CircleCon model combines
interpersonal trust value S with the rating matrix R, and the
objective function is just like SocialMF [3], but the difference
is that the CircleCon model is trained in each category. And
the basic idea is that a user in social network may be
influenced by other users, especially his/her friends in the
same category. Thus their objective function is as follows:
_______________________________________________________________________________________
ISSN: 2321-8169
4150 - 4155
_______________________________________________________________________________________________
is one of the category tags of the item. We summarize all the
rated items to measure user interest from users historical
rating data in category c:
THE APPROACH
The
proposed
approach
of
the
personalized
recommendation fuses three social factors: user personal
interest, interpersonal influence and interpersonal interest
similarity to recommend user interested items. Our approaches
are illustrated in Fig. 1. Out of the three factors the user
personal interest and interpersonal interest similarity are
important contributions of the approach and all related to user
interest. Thus, we introduce user interest factor firstly. Later
we infer the objective function of proposed personalized
recommendation model. At last, we give the training approach
of the model. Now we turn to the details of our approach.
A. User Interest Factor
Besides values of the trust between friends in the same
category [1], user interest is another significant factor to affect
their decision making process, which has been proved by
psychology and sociology studies. Moreover, Jiang et al. [2]
demonstrated the effect of ContextMF model considering both
individual preference and interpersonal influence. Still there
are two important differences of the user interest factor in our
model to individual preference in ContextMF [2]: 1) The
independence of user interest. It means we can items can be
recommended based on user interest at a certain extent. In
other words, we utilize users connection with the items to
train the latent feature vectors for the some experienced users.
2) Interest circle inference. Like CircleCon model [1], we
divide the tested social network into several sub-networks, and
each of them correspond to a signal category of items. As cold
start users who are having less rating records friends interest
is used in the same category to link user latent feature vector.
User Interest Description: With respect to natural item
category tags of rating datasets, we can get category
distribution of the item, can be seen as the naive topic
distribution of the item Di. For example, each item has the tags
of its category in Yelp. Just like the item The Dakota Bar of
New York belongs to the category Night Life. So Night Life
V.
CONCLUSION
4154
IJRITCC | December 2014, Available @ http://www.ijritcc.org
_______________________________________________________________________________________
ISSN: 2321-8169
4150 - 4155
_______________________________________________________________________________________________
[2]
[12]
[13]
[14]
[15]
[16]
[17]
[18]
[19]
KDD 2007 workshop on Web mining and social network analysis, pages
5665, NY, USA, 2007. ACM.
A. Rahman, and S. Hailes, Supporting trust in virtual communities. In
Proceedings of the 33rd Hawaii International Conference on System
Sciences. Maui, HW, USA (2000).
Q. Yuan, Li Chen and Shiwan Zhao. Factorization vs. Regularization:
Fusing Heterogeneous Social Relationships in Top-N Recommendation.
Chicago, Illinois, USA, 2011, ACM.
M. Ou, P. Cui, F. Wang, J. Wang, W. Zhu, S. Yang, Comparing
Apples to Oranges: A Scalable Solution with Heterogeneous Hashing,
ACM SIGKDD, 2013.
P. Cui, F. Wang, S. Liu, M. Ou, S. Yang, Who Should Share What?
Item-level Social Influence Prediction for Users and Posts Ranking,
International ACM SIGIR Conference (SIGIR), 2011.
J. Shen, D. Tao, X. Li, Modality Mixture Projections for Semantic
Video Event Detection, IEEE Trans. Circuits Syst. Video Techn.
18(11): 1587-1596 (2008).
H. Feng, and X. Qian, Mining User-Contributed Photos for
Personalized Product Recommendation, Neurocomputing, 2013.
H. Feng, and X. Qian, Recommend Social Network Users Favorite
Brands, PCM 2013.
S. Jiang, X. Qian, T. Mei, K. Lan, and L. Zhang, Mobile multimedia
travelogue generation by exploring geo-locations and image tags, In
Proc. ISCAS, 2013, pp.881-884.
4155
IJRITCC | December 2014, Available @ http://www.ijritcc.org
_______________________________________________________________________________________