| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 96 === Living in an information-overloading age, the original information searching mechanisms are ineffective and impractical. As the e-commerce is more and more popular, using information technology to discover the latent demand of customers becomes an important issue. Hence, a variety of recommendation techniques have been proposed and many of them have been implemented in real systems, mostly in online stores. Among the techniques, the content-based and collaborative filtering approaches are the ones broadly adopted and proved to be successful. Recently, social network-based recommendation approach has been proposed that takes into account the similarities of items with respect to their social closeness. The social network-based approach performs better than content-based approach in some scenarios and it can also avoid recommending articles that have high content similarity to a user’s favorite articles but low quality. Therefore, we propose three hybrid approaches, Switching, Proportional, and Fusion
that combine content-based and social network-based approaches in order to achieve a better performance. Our experimental result shows that even though the proposed approaches have pros and cons under different scenarios, in general they achieve better performance than individual
approaches. Besides, we generate some synthetic articles that have close content similarities to articles in our collection to evaluate the fidelity of each approach. The experimental results show that approaches incorporating social network information have lower chance to recommend these faked articles.
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