关键词: 个性化推荐, 品牌认可, 聚类, 用户信任, 近邻

Abstract: Concerning the low recommendation accuracy of personalized commodity recommendation methods, a Commodity Recommendation Method Integrating User Trust and Brand Recognition (TBCRMI) was proposed. By analyzing the user's purchase behavior and evaluation behavior, the user's recognition of brands and the activities of users themselves were calculated. Then Density-Based Spatial Clustering of Applications with Noise (DBSCAN) algorithm was used to cluster the users, based on which the user trust relationship was fused, and the nearest neighbors were obtained by Top-K method. Finally, the target user commodity recommendation list was generated based on the nearest neighbors. In order to verify the effectiveness of the algorithm, two datasets (Amazon Food and Unlocked Mobile Phone) were used, User based Collaborative Filtering (UserCF) algorithm, Collaborative Filtering recommendation algorithm with User trust (SPTUserCF) and Merging Trust in Collaborative Filtering (MTUserCF) algorithm were chosen, and the accuracy, recall and F1 value were compared and analyzed. The experimental results show that TBCRMI is superior to the commonly used personalized commodity recommendation methods in either multi-brand comprehensive recommendation or single brand recommendation.

Key words: personalized recommendation, brand recognition, clustering, user trust, nearest neighbor