Learning User Preferences across Multiple Aspects for Merchant Recommendation

With the pervasive use of mobile devices, Location Based Social Networks(LBSNs) have emerged in past years. These LBSNs, allowing their users to share personal experiences and opinions on visited merchants, have very rich and useful information which enables a new breed of location-based services, namely, Merchant Recommendation. Existing techniques for merchant recommendation simply treat each merchant as an item and apply conventional recommendation algorithms, e.g., Collaborative Filtering, to recommend merchants to a target user. However, they do not differentiate the user´s real preferences on various aspects, and thus can only achieve limited success. In this paper, we aim to address this problem by utilizing and analyzing user reviews to discover user preferences in different aspects. Following the intuition that a user rating represents a personalized rational choice, we propose a novel utility-based approach by combining collaborative and individual views to estimate user preference (i.e., rating). An optimization algorithm based on a Gaussian model is developed to train our merchant recommendation approach. Lastly we evaluate the proposed approach in terms of effectiveness, efficiency and cold-start using two real-world datasets. The experimental results show that our approach outperforms the state-of-the-art methods. Meanwhile, a real mobile application is implemented to demonstrate the practicability of our method.