Personality-Aware Product Recommendation System Based On User Interests Mining and Metapath Discovery
Personality-Aware Product Recommendation System Based On User Interests Mining and Metapath Discovery
1, FEBRUARY 2021
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DHELIM et al.: PERSONALITY-AWARE PRODUCT RECOMMENDATION SYSTEM 87
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TABLE I
C OMPARISON W ITH R ELATED W ORKS
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DHELIM et al.: PERSONALITY-AWARE PRODUCT RECOMMENDATION SYSTEM 89
TABLE III
N OTATIONS AND S YMBOLS
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90 IEEE TRANSACTIONS ON COMPUTATIONAL SOCIAL SYSTEMS, VOL. 8, NO. 1, FEBRUARY 2021
Algorithm 1 Interest_mining
Input u x , sx , Fx Output Ix
1: if (sx > C S) then
2: Semantic_Annotation(sx )
3: Topics_Extraction(sx )
4: else
5: for f ∈ Fx do
6: Ix ← Ix ∪ {Per sonali t y_ f acet_topi cs( f )}
7: end for
8: end if
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DHELIM et al.: PERSONALITY-AWARE PRODUCT RECOMMENDATION SYSTEM 91
Algorithm 2 Item_mapping
Input pz , U pz
Output I pz
1: if (vi ews( pz ) > C S) then
2: I pz ← O P D_T opi cs( pz )
3: else
4: for f ∈ Fx and u x ∈ U pz do
|U | Fig. 6. Network scheme and length 2 metapath samples.
5: if (|u y , f ∈ Fy | > 2pz ) then
6: I pz ← I pz ∪ {Per sonali t y_ f acet_topi cs( f )}
metapaths [21] to predict the matching score between a given
7: end if
user node in G U and an item node in G P .
8: end for
A metapath is a sequence of relations between nodes defined
9: end if
over a heterogeneous network, which can be used to define
a topological structure with various semantics. In our case,
we investigate the metapaths that start from a user node and
ambiguity of the post and increase the topic detection accuracy,
end with an item node P : {u → x → · · · → x → i }.
as shown in the proposed framework in [18]. Algorithm 1
Each metapath is characterized by the number of links between
shows the pseudocode of interest mining steps. When the user
the source and destination nodes, and it is called the path
is during the cold-start phase or completely did not view any
length Pl . For example, the possible metapath with path length
articles (lines 1–4), Meta-Interest estimates the topical interest
P2 from a user node to an item node is presented in Fig. 6.
based on the interests of users with similar personality facets.
For a given metapath P : {s → x → · · · → x → d}, any
Otherwise, it crawls the viewed news articles and extracts the
path in the network that connects nodes s and d following
labels of each news article to serve as the topical interest of
the same intermediate node types as defined by P is called a
the user, as we will see in the experimental section.
path instance of P. For a given metapath P, the path count is
the number of all path instances Pc = |{ p : p ∈ P}|. In our
E. Item Mapping
case, we consider all metapaths that start with a user node
After populating the topics public space using ODP ontol- and end with an item node with maximum metapath length to
ogy categories, the items are matched with these topics. Each lmax = 2. We have made the maximum length to 3 because
item is associated with one or more topics and, subsequently, short metapaths are semantically more important than long
recommended for users that have these topics within their ones, and they are good enough for capturing the structure
topical interests. Algorithm 2 shows the pseudocode of the of the network. Besides that, it is computationally expensive
item interest mapping process. With newly added items that to explore longer metapath because the path count increases
have not been viewed by any user, the item is directly exponentially with the increase in the path length Pl [33].
associated with the corresponding topic category in ODP By exploring all metapaths with length constraint, we could
ontology, whereas items that have passed the cold-start phase holistically extract all relationships between nodes with dif-
are associated with the interest of those that are related to the ferent filtering combinations. We are interested in three types
personality facets that are shared among the users who bought of metapaths: first, the interest metapaths (IP) of the format
this item. U-T-P [see Fig. 6(b)] that represents metapaths that are based
on interest mining and item matching; second, the friendship
F. Metapath Discovery metapaths (FP) of the format U-U-P [see Fig. 6(c)] that
After building the users–topics–items heterogeneous graph represents metapaths that are based on CF (users’ similarity);
G = (G U , G T , G P ) that incorporates the users, topics, and and finally, content metapaths (CP) of the format U-P-P
items subgraphs and their interrelationships. At this stage, [see Fig. 6(d)] that represents metapaths that are based on
the objective is to predict for a given user the N-most recom- the content filtering (items similarity). Similarly, by exploring
mended items that match his/her topical interests and previous longer metapath, we get more hybrid filtering paths (based
buying/viewing behaviors. Predicting the users’ recommended on both CF and CBF, in addition to interest mining and
items is formulated as a graph-based link prediction problem. item mapping); for example, metapaths of length Pl = 3
Link prediction problem has been investigated in many works could be based on CBF (i.e., U-P-P-P), CF (i.e., U-U-U-P),
before, and many schemes have been proven to achieve high hybrid filtering (i.e., U-U-P-P), or a combination of fil-
accuracy in their predictions, such as Adamic/Adar [30], Katz tering and interest mining (i.e., U-T-T-P, U-T-P-P, and
[31], and Jaccard [32]. However, these schemes are supposed U-U-T-P).
to work on homogeneous graphs where all nodes represent the The importance of each metapath is characterized by its
same type of entities and all the edges are connecting these weight w p . The path weight is computed by the sum of
entities, which is not the case with our heterogeneous graph. its edges’ weight over its length Pl . Formally, let P n :
Since, in our representation model G = (G U , G T , G P ), nodes {v 1 , v 1 , . . . , v n } be a metapath with a length of Pl = n, and
can represent different entities (users, topics, and items) and the path weight of P is denoted as w p , which is the sum
the links can connect different nodes (user–user, user–topic, of all the links’ weights within P, as shown in (3), where
user–item, topic–item, item–item, and topic–topic). We use wvi ,vi+1 represents the weight of link that connects the nodes
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DHELIM et al.: PERSONALITY-AWARE PRODUCT RECOMMENDATION SYSTEM 93
Algorithm 4 RecommendProducts influence. DGRec is open source, and its implementation code
Input u s , ls is available on Github.3
Output R 4) LightFM (Cold Start) [34]: LightFM is a cold-start
1: R ← Ø alleviation framework that uses a hybrid matrix factorization
2: if (C S(u s )) then model to represent items (products in our case) and users as
3: for t ∈ Is do linear combinations of their content features’ latent factors.
4: P R ← Pr oduct_i nter est (t) LightFM is parameterized in terms of d-dimensional user and
5: R ← R ∪ PR item feature embeddings e U f and e I f for each feature f.
6: end for Every feature is also modeled by a scalar bias term (b U f
7: else for user and b I f for item features). The model’s prediction
8: P = Di scover Meta Path(u s ) for user u and item i is then given by the dot product of user
9: I P = I nter est Paths(P) and item representations, adjusted by the user and item feature
10: F P = Fri end Paths(P) biases. LightFM is open source, and the implementation code
11: C P = Content Paths(P) is available on GitHub.4
12: Rec Paths = T op N Paths(I P ∩ F P ∩ C P, F P ∩ 5) CF-CBF: This is the hybrid filtering system that com-
C P, C P ∩ I P) bines the users’ viewing similarity and product similarity to
13: for Path ∈ Rec Paths do determine the neighborhood set and recommends new items.
14: P R ← Path[lastn ode]
15: R ← R ∪ PR B. Evaluation Metrics
16: end for Any product recommendation system is evaluated by mea-
17: end if suring the accuracy and coverage of its recommended items.
To test the efficiency of Meta-Interest and compare it to the
afore-mentioned baselines, we determine the recommended
items by each baseline, display it in the user’s feed along
baselines that use various recommendation techniques, such
with other irrelevant items, and measure the accuracy rate of
as deep learning, metapath analysis, network embedding, and
the relevant items. Formally, let F = R∪I be the set that repre-
session-based. The proposed system is compared with the
sents all items in user u’s feeds, where R = { p1 , p2 , . . . , pr }
following baselines:
is the set relevant items, and I = { p1 , p2 , . . . , pi } is the
1) GNN-SEAL (Graph Neural Networks) [22]: GNN-
set of irrelevant items. After showing F in user u’s feeds,
SEAL is a link prediction framework that formulates link
we denote V = { p1 , p2 , . . . , pv } as the set of viewed items.
prediction problem as a subgraph classification problem. For
In this context, we are interested in the following values:
every predicted link (user–item link in our case), GNN-SEAL
1) true positives: the group of relevant items that have been
determines its h-hop enclosing subgraph A and computes
viewed by the user TP = {x / x ∈ R V }; 2) false positives:
its node information matrix X (which contains structural
the group of irrelevant items
that have been viewed by the
labels, latent embeddings, and the explicit attributes of
user FP = {x / x ∈ I V }; and 3) false negatives: the
nodes). After that, the framework feeds (A, X) into a graph
group of relevant items that have not been viewed by the user
neural network (GNN) to classify the link existence so
FN = {x / x ∈ R, x ∈ / V }. We have used the following
that it can learn from both graph structure features (from
metrics.
A) and latent/explicit features (from X) simultaneously for
Precision: The portion of relevant viewed items in the total
link prediction. The framework is open source, and the code
viewed items, and it is computed as follows:
is available on GitHub.1
2) metapath2vec (Metapath and Network Embedding) [20]: TP
Precision = . (5)
metapath2vec formalizes metapath-based random walks to TP + FP
build the heterogeneous neighborhood of a node and then
Recall: The portion of relevant viewed items in the total
uses the heterogeneous skip-gram model to perform node
relevant items, and it is computed as follows:
embeddings and, subsequently, user–item link prediction.
metapath2vec is open source, and its implementation code is TP
Recall = . (6)
available on Github.2 TP + FN
3) DGRec (Session-Based) [23]: DGRec is a session-based
F-Measure: It is also called the balanced F-Score; it is
recommendations’ framework that employs dynamic-graph-
the harmonic average of the precision and recall; and it is
attention neural network to model the context-dependent social
computed as follows:
influence and recurrent neural network to model dynamic
user interest. Finally, DGRec gives the recommendation by 2 P R
F= . (7)
merging the user’s interests and preferences and his/her social P+R
3 github.com/DeepGraphLearning/RecommenderSystems/tree/master/
1 github.com/muhanzhang/SEAL socialRec
2 ericdongyx.github.io/metapath2vec/m2v.html 4 github.com/lyst/lightfm
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94 IEEE TRANSACTIONS ON COMPUTATIONAL SOCIAL SYSTEMS, VOL. 8, NO. 1, FEBRUARY 2021
TABLE IV
D ATA S ET S TATISTICS
D. Result Discussion
To tune the optimal value of the users’ similarity parame-
ter α and products’ similarity parameter β, we observe the
optimal value of α and β that maximize the F-Measure of Fig. 8. Products’ similarity parameter tuning.
the proposed system. Figs. 7 and 8 show the optimal value
of α and β in different topics of interest count and viewed
items count, respectively. As we can observe from Fig. 7,
during the cold-start phase with no topic of interest at all,
α = 1, and at this point, the users’ similarity is based only
on personality similarity measurement. With the increase in
previously detected topics of interest, the value of α gradually
decreases and finally stabilizes with α = 0.2 when the user
passes the cold-start phase and had enough topical interest
and previously viewed items. Similarly, the optimal value of
β during the cold-start phase for the new item with no views
is β = 1, and with the increase in the number of views,
the value of β decreases to finally stabilize with β = 0.5,
as shown in Fig. 8. For the size of Top-n recommended Fig. 9. Top-n recommendation parameter tuning.
products, in our experiment, we set N = 20, as choosing
a larger value will lead to uncertainty of whether the users did
not view the products’ feed because they are not interested in F-Measure of the proposed system and all the studied baselines
them, or they did not view them because there are too many have decreased dramatically when the value of N is over 22.
items in the products’ feed. If we ignore this uncertainty and The precision, recall, and F-measure of Meta-Interest com-
just consider that the user did not view the product out of pared with the baseline schemes are shown in Fig. 10.
his disinterest, this will lead to an increase in false positives As we can observe, the proposed system, Meta-Interest, and
and false negatives as well, hence the decrease in the overall the session-based system, DGRec, clearly have the highest
system performance. As we can observe from Fig. 9, the precision (0.854 and 0.845) and recall (0.868 and 0.855),
respectively. The superiority of the proposed system is because
5 www.newsfullness.live/data set of the personality biased approach that filters the relevant
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DHELIM et al.: PERSONALITY-AWARE PRODUCT RECOMMENDATION SYSTEM 95
Fig. 10. Overall system evaluation. Fig. 12. System evaluation under cold start (new items).
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96 IEEE TRANSACTIONS ON COMPUTATIONAL SOCIAL SYSTEMS, VOL. 8, NO. 1, FEBRUARY 2021
Fig. 13. System evaluation with different sizes of the training set.
TABLE V metapath discovery, and the system predicts the user’s needs
S PEED C OMPARISON (s) and the associated items. Products’ recommendation is com-
puted by analyzing the user’s topical interest and, eventually,
recommending the items associated with those interests. The
proposed system is personality-aware from two aspects: first,
because it incorporates the user’s personality traits to predict
his topics of interest; second, it matches the user’s personality
facets with the associated items. Experimental results show
that the proposed system outperforms the state-of-art schemes
in terms of precision and recall especially in the cold-start
In a practical situation with a large graph of millions of phase for new items and users.
nodes and links that require intensive computational power, However, Meta-Interest could be improved in different
the speed of the recommendation system is crucial to keep aspects.
a reasonable response time. Therefore, it is important to 1) In this work, the users’ personality traits’ measurement
analyze the speed and time complexity of the proposed system was conducted through questionnaires. Integrating an
compared with the compared baselines. Table V shows the automatic personality recognition system, which can
time complexity of the proposed system compared with the detect the users’ personality traits based on their
studied baselines. The shown values in Table V are the average shared data, into Meta-Interest is one of our future
of 100 times testing. The time complexity of Meta-Interest and directions.
all the baselines were tested on Dell Inspiron 173000 Laptop, 2) The proposed system uses big-five to model the user’s
with tenth-generation Intel Core i7-1065G7 Processor (8- personality. Extending Meta-Interest to include other
MB Cache, up to 3.9 GHz) and 16-GB RAM (2 × 8 GB, personality traits models, such as the Myers–Briggs type
DDR4, 2666 MHz), running Ubuntu 19.04 operating system. indicator, is a future direction.
As we can observe from Table V, when it comes to the 3) The proposed system could be further improved by
total computational time required for the system to compute integrating a knowledge graph and infer topic–item
the recommendation for all users, Meta-Interest is not the association using semantic reasoning.
fastest system, metapath2vec has the lowest computational
time of 14.6 s, and GNN-SEAL ranks second with 15.5. ACKNOWLEDGMENT
However, for the update operation where we add a new block The authors would like to thank all the active users of
of users and items and compute the time required for the Newsfullness that agreed to be a part of the Meta-Interest
system to compute the recommendation of these new users, experiment.
metapath2vec needs to recalculate the network embeddings in
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no. 1, pp. 218–233, Feb. 2012. [Online]. Available: http://ieeexplore. the Ph.D. degree in computer science and technology
ieee.org/document/6006538/ from the University of Science and Technology
[20] Y. Dong, N. V. Chawla, and A. Swami, “Metapath2vec: Scal- Beijing, Beijing, China, in 2020.
able representation learning for heterogeneous networks,” in Proc. His current research interests include social
23rd ACM SIGKDD Int. Conf. Knowl. Discovery Data Mining. computing, personality computing, user model-
New York, NY, USA: ACM, Aug. 2017, pp. 135–144. [Online]. Avail- ing, interest mining, recommendation systems, and
able: https://dl.acm.org/doi/10.1145/3097983.3098036 intelligent transportation systems.
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98 IEEE TRANSACTIONS ON COMPUTATIONAL SOCIAL SYSTEMS, VOL. 8, NO. 1, FEBRUARY 2021
Huansheng Ning (Senior Member, IEEE) received Runhe Huang (Senior Member, IEEE) received the
the B.S. degree from Anhui University, Hefei, China, Ph.D. degree in computer science and mathematics
in 1996, and the Ph.D. degree from Beihang Uni- from the University of the West of England, Bristol,
versity, Beijing, China, in 2001. He is currently a U.K., in 1993.
Professor and the Vice Dean of the School of Com- She is currently a Full Professor with the Faculty
puter and Communication Engineering, University of Computer and Information Sciences, Hosei Uni-
of Science and Technology, Beijing. versity, Japan. She received a Sino-Britain Friend-
He is the Founder and the Chair of the Cyberspace ship Scholarship for her study in the U.K. Her
and Cybermatics International Science and Tech- research fields include cognitive computing, brain
nology Cooperation Base. He has presided many modeling, computational intelligence computing, big
research projects, including the Natural Science data, machine learning.
Foundation of China and the National High Technology Research and Devel-
opment Program of China (863 Project). He has authored or coauthored more
than 100+ journal/conference articles and authored five books. His current Jianhua Ma (Member, IEEE) received the B.S.
research focuses on the Internet of Things and general cyberspace. and M.S. degrees from the National University of
Dr. Ning serves as an Associate Editor for the IEEE S YSTEMS J OURNAL Defense Technology, Changsha, China, in 1982 and
(2013-currently), the IEEE I NTERNET OF T HINGS J OURNAL from 2014 to 1985, respectively, and the Ph.D. degree from Xidian
2018, and as a Steering Committee Member of the IEEE I NTERNET OF University, Xi’an, China, in 1990.
T HINGS J OURNAL (2016-currently). He is currently a Full Professor with the Faculty
of Computer and Information Sciences, Hosei
University, Japan.
Dr. Ma is an Editor-in-Chief of Journal of Ubiq-
uitous Computing and Intelligence (JUCI), Journal
of Mobile Multimedia (JMM), Journal of Auto-
nomic and Trusted Computing (JoATC), and International Journal of
u- and e-Service, Science and Technology (IJUNESST), and an Assistant
Nyothiri Aung received the M.E. degree in informa- Editor-in-Chief of International Journal of Pervasive Computing and Com-
tion technology from Mandalay Technological Uni- munications (JPCC). He is an Area Editor of the International Journal
versity, Mandalay, Myanmar, 2012, and the Ph.D. of Computer Processing of Oriental Languages (JCPOL), an Associated
degree in computer science and technology from Editor of the International Journal of Distance Education Technologies
the University of Science and Technology Beijing, (JDET) and Journal of Human-centric Computing (HCIS) (Springer), on the
Beijing, China, in 2020. Advisory Board of the International Journal of Smart Home (IJSH), and
She worked as tutors with the Department of Infor- on the Editorial Board of the International Journal of Wireless and Mobile
mation Technology, Technological University of Computing (IJWMC), International Journal of Security and Its Applications
Meiktila, Meiktila, Myanmar, from 2008 to 2010 and (IJSIA), International Journal of Database Theory and Application (IJDTA),
a System Analyst of ACE Data System, Yangon, International Journal of Computing & Information Technology (IJCIT), and
Myanmar, from 2012 to 2015. Her research interests International Journal On Advances in Software. He is the Founder Chair of the
include social computing, personality computing, and intelligent transportation IEEE CIS Smart World Technical Committee and the IEEE SMC Cybermatics
systems. Technical Committee.
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