Personality-based and trust-aware products recommendation in social networks

Abstract

In recent years, with the development of technology, the shopping approach of people has moved towards pervasive online social shopping. As a result, how to create a recommendation algorithm that offers products based on the personal and different needs and tastes of people on social networks is a significant research issue. This article proposes a personality-based and trust-aware probabilistic product recommendation algorithm in social networks. We present a dynamic method for determining how similar people in social networks are. For this purpose, we consider the personality-based features of recommendation attributes of products in social networks. Then, the level of trust of products and types of correlations among the products is considered to create a probabilistic matrix of product recommendation. Moreover, for solving the cold start problem of products, we consider qualitative aspects of products while exploiting personality-based user behavior regarding their purchases. At last, the empirical experiments are conducted to analyze the impact of the algorithm’s different influence factors using the Amazon dataset. Moreover, the results of comprehensive experiments adopted to verify the proposed personalized recommendation algorithm’s effectiveness show that the proposed algorithm has the appropriate effectiveness and the higher accuracy.