An E-Commerce Personalized Recommendation Algorithm Based on Multiple Social Relationships

Abstract

Environmental e-commerce is a sustainability-oriented e-commerce model. To address the problem of data sparsity and the lack of diversity in traditional e-commerce recommendation algorithms, a new collaborative filtering recommendation algorithm based on multiple social relationships is proposed in environmental e-commerce. In real social networks, there were many relationships between users. On the basis of the traditional matrix decomposition model, the proposed algorithm integrates multiple social relationships between users into the user feature matrix, and then the multiple social relationships between users and the user rating preference similarity were used to jointly predict the user’s rating value for commodity, thus the personalized recommendation for users was achieved. In order to verify the superiority of the proposed algorithm, in this paper, two open datasets were used to compare the performance of several recommendation algorithms. The experimental results show that compared with the traditional social recommendation algorithms, the proposed algorithm improves recommendation accuracy and diversity. In real environmental e-commerce recommendation systems, the proposed algorithm can provide users with more personalized recommendation results, and reduce the arbitrariness of customer purchases and frequent returns in reality.