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Utilizing Marginal Net Utility for Recommendation in E-commerce

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

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  1. Utilizing Marginal Net Utility for Recommendation in E-commerce Author ：JianWang, Yi Zhang Presented ： Fen-Rou Ciou ACM, 2011

  2. Outlines • Motivation • Objectives • Methodology • Experiments • Conclusions • Comments

  3. 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.

  4. 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

  5. Methodology • New marginal utility function

  6. Methodology • New marginal net utility function

  7. Methodology • Apply new marginal utility function on SVD

  8. Experiments

  9. Experiments

  10. Experiments

  11. Experiments

  12. 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

  13. Comments • Advantages • . • Applications • Recommender System, Consumer Utility Function

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