? An Experimental Study of Text Representation Methods for Cross-Site Purchase Preference Prediction Using the Social Text Data
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Journal of Computer Science and Technology 2017, Vol. 32 Issue (4) :828-842    DOI: 10.1007/s11390-017-1763-6
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An Experimental Study of Text Representation Methods for Cross-Site Purchase Preference Prediction Using the Social Text Data
Ting Bai1,2, Student Member, CCF, Hong-Jian Dou1,2,Wayne Xin Zhao1,2,3,*, Member, CCF, ACM, IEEE, Ding-Yi Yang1, Ji-Rong Wen1,2, Member, CCF, ACM, IEEE
1 School of Information, Renmin University of China, Beijing 100872, China;
2 Beijing Key Laboratory of Big Data Management and Analysis Methods, Beijing 100872, China;
3 Guangdong Key Laboratory of Big Data Analysis and Processing, Guangzhou 510006, China

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Abstract Nowadays, many e-commerce websites allow users to login with their existing social networking accounts. When a new user comes to an e-commerce website, it is interesting to study whether the information from external social media platforms can be utilized to alleviate the cold-start problem. In this paper, we focus on a specific task on cross-site information sharing, i.e., leveraging the text posted by a user on the social media platform (termed as social text) to infer his/her purchase preference of product categories on an e-commerce platform. To solve the task, a key problem is how to effectively represent the social text in a way that its information can be utilized on the e-commerce platform. We study two major kinds of text representation methods for predicting cross-site purchase preference, including shallow textual features and deep textual features learned by deep neural network models. We conduct extensive experiments on a large linked dataset, and our experimental results indicate that it is promising to utilize the social text for predicting purchase preference. Specially, the deep neural network approach has shown a more powerful predictive ability when the number of categories becomes large.
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Keywordssocial media   e-commerce website   purchase preference   deep neural network     
Received 2016-12-21;
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This work was partially supported by the National Natural Science Foundation of China under Grant Nos. 61502502 and 61502501, the National Basic Research 973 Program of China under Grant No. 2014CB340403 and the Beijing Natural Science Foundation under Grant No. 4162032. Ting Bai was supported by the Outstanding Innovative Talents Cultivation Funded Programs 2016 of Renmin Univertity of China. Wayne Xin Zhao was also supported by the Opening Project of Guangdong Province Key Laboratory of Big Data Analysis and Processing under Grant No. 2017001.

Corresponding Authors: Wayne-Xin Zhao     Email: batmanfly@gmail.com
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Ting Bai, Hong-Jian Dou, Wayne Xin Zhao, Ding-Yi Yang, Ji-Rong Wen.An Experimental Study of Text Representation Methods for Cross-Site Purchase Preference Prediction Using the Social Text Data[J]  Journal of Computer Science and Technology, 2017,V32(4): 828-842
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