ABSTRACT
We propose a new online-to-offline (O2O) service recommendation method based on a novel customer network and service location (CNLRec) in order to help customer to choose the “ideal” O2O services from a large set of alternatives. Our customer network, based on the “co-used” behaviors obtained from the online rating matrix, captures customers’ online behaviors while service location reflects offline behavior characteristic of the customer. For a target customer, a ranking of candidate services based on their locations and this network is generated, in which customer scale usage bias is eliminated. Our experimental results show that: First, even though the rating matrix is sparse, most customers are connected to our proposed customer network, which largely addresses the problem of sparse data. Second, CNLRec outperforms widely-used and state-of-the-art recommendation methods. In addition, e-commerce recommendations that use CNLRec without including item location information (CNRec) has better performance than existing methods. Third, all attributes in CNLRec, including network attributes (relationship degree and customer attribute) and location attributes, play a significant role in recommendations. Specially, O2O service location plays an important role in O2O service selection. In our research, we find the optimal combinations of these attributes.
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Yuchen Pan
Yuchen Pan ([email protected]/[email protected]) is working toward the Ph.D. degree at the School of Economics and Management, University of Chinese Academy of Sciences, Beijing, China. His research interests include recommender systems and data mining.
Desheng Wu
Desheng Wu ([email protected]) is with the School of Economics and Management, University of Chinese Academy of Sciences, Beijing, China, and also with the Stockholm Business School, Stockholm University, Sweden. His research interests include enterprise risk management in operations, performance evaluation in financial industry, and decision sciences. Dr. Wu has authored or coauthored more than 100 papers in refereed journals, such as Production and Operations Management, Decision Support Systems, Decision Sciences, Risk Analysis, IEEE Transactions on Systems Man and Cybernetics, and others. He has served as Associate or Guest Editor of several journals.