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

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A Correction to this article was published on 22 December 2022

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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.

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Author information

Authors and Affiliations

  1. Department of Computer Engineering, Science and Research Branch, Islamic Azad University, Tehran, Iran

    Nasim Vatani

  2. Future Technology Research Center, National Yunlin University of Science and Technology, 123 University Road, Section 3, Douliou, Yunlin, 64002, Taiwan

    Amir Masoud Rahmani

  3. Department of Mathematics and Computer Science, Shahed University, Tehran, Iran

    Hamid Haj Seyyed Javadi

Authors
  1. Nasim Vatani
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  2. Amir Masoud Rahmani
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  3. Hamid Haj Seyyed Javadi
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Correspondence to Amir Masoud Rahmani.

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The original online version of this article was revised: The published name of Prof. Amir Masoud Rahman was incorrect.

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Vatani, N., Rahmani, A.M. & Javadi, H.H.S. Personality-based and trust-aware products recommendation in social networks. Appl Intell 53, 879–903 (2023). https://doi.org/10.1007/s10489-022-03542-z

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