Ordering innovators and laggards for product categorization and recommendation

ABSTRACT

Different buyers exhibit different purchasing behaviors. Some rush to purchase new products while others tend to be more cautious, waiting for reviews from people they trust. In market analysis, the former group of buyers is often referred to as innovators and early adopters while the latter group is referred to as laggards. The adoption behavior is a dynamic feature of the user and varies over groups of products, e.g., innovators of literature may not be the innovators of electronics. The adoption order of users is a dynamic feature of the product, which can help to predict the future potential buyers. However, such dynamic features are usually unavailable in the description of products. In this paper, we study the user behavior of an online review website- Epinions.com. We first propose to model user adoption behaviors by creating a total ordering among users who rate the products in a given category. We develop a greedy algorithm and a Markov-chain based algorithm for computing the category total ordering. Next, we show that by using user behavior information, we can more accurately predict the category of a new product as well as predict which users will follow. Furthermore, by using the Epinion.com trust network as evidence, we demonstrate that our total ordering can group users into communities that closely resemble the trust network. Thus the adoption order can be a useful feature in recommendation systems.

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INDEX TERMS

Primary Classification:
  H. Information Systems
  H.3 INFORMATION STORAGE AND RETRIEVAL
      H.3.3 Information Search and Retrieval
          Subjects: Information filtering

General Terms:
Algorithms, Experimentation

Keywords:
ranking, recommendation, social networks