A hybrid collaborative filtering method for multiple-interests and multiple-content recommendation in E-Commerce

Recommender systems apply knowledge discovery techniques to the problem of making personalized recommendations for products or services during a live interaction. These systems, especially collaborative filtering based on user, are achieving widespread success on the Web. The tremendous growth in the amount of available information and the kinds of commodity to Web sites in recent years poses some key challenges for recommender systems. One of these challenges is ability of recommender systems to be adaptive to environment where users have many completely different interests or items have completely different content (We called it as Multiple interests and Multiple-content problem). Unfortunately, the traditional collaborative filtering systems can not make accurate recommendation for the two cases because the predicted item for active user is not consist with the common interests of his neighbor users. To address this issue we have explored a hybrid collaborative filtering method, collaborative filtering based on item and user techniques, by combining collaborative filtering based on item and collaborative filtering based on user together. Collaborative filtering based on item and user analyze the user-item matrix to identify similarity of target item to other items, generate similar items of target item, and determine neighbor users of active user for target item according to similarity of other users to active user based on similar items of target item. In this paper we firstly analyze limitation of collaborative filtering based on user and collaborative filtering based on item algorithms respectively and emphatically make explain why collaborative filtering based on user is not adaptive to Multiple-interests and Multiplecontent recommendation. Based on analysis, we present collaborative filtering based on item and user for Multiple-interests and Multiple-content recommendation. Finally, we experimentally evaluate the results and compare them with collaborative filtering based on user and collaborative filtering based on item, respectively. The experiments suggest that collaborative filtering based on item and user provide better recommendation quality than collaborative filtering based on user and collaborative filtering based on item dramatically. (C) 2004 Published by Elsevier Ltd.