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Utilizing Marginal Net Utility for Recommendation in E-commerce. Author : Jian Wang, Yi Zhang Presented : Fen-Rou Ciou ACM, 2011. Outlines. Motivation Objectives Methodology Experiments Conclusions Comments. Motivation. To better match users’ purchase decision in the real world.
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Utilizing Marginal Net Utility for Recommendation in E-commerce Author :JianWang, Yi Zhang Presented : Fen-Rou Ciou ACM, 2011
Outlines • Motivation • Objectives • Methodology • Experiments • Conclusions • Comments
Motivation • To better match users’ purchase decision in the real world. • Most of existing recommendation algorithms has three disadvantages. • Marginal net utility optimization • Cannot model the above two different products well. • Highest predicted ratings to recommend.
Objectives • This paper use marginal net utility to develop recommendation algorithms. • The new function contains a factor to control the product’s marginal utility diminishing rate. Marginal net utility
Methodology • New marginal utility function
Methodology • New marginal net utility function
Methodology • Apply new marginal utility function on SVD
Conclusions • On shop.com data, the new methods perform significantly better than baselines. • performs better in the re-purchase product recommendation task. • is more useful in recommending new products
Comments • Advantages • . • Applications • Recommender System, Consumer Utility Function