Browsing by Author "Fang, H."

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A 2020 perspective on “A generalized stereotype learning approach and its instantiation in trust modeling”
(Elsevier, 2020-03) Fang, H.; Zhang, J.; Şensoy, Murat; Computer Science; ŞENSOY, Murat
Owing to the rapid increase of user data and development of machine learning techniques, user modeling has been explored in depth and exploited by both academia and industry. It has prominent impacts in e-commercerelated applications by facilitating users' experience in online platforms and supporting business organizations' decision-making. Among all the techniques and applications, user profiling and recommender systems are two representative and effective ones, which have also obtained growing attention. In view of its wide applications, researchers and practitioners should improve user modeling from two perspectives: (1) more effort should be devoted to obtain more user data via techniques like sensing devices and develop more effective ways to manage complex data; and (2) improving the ability of learning from a limited number of data samples (e.g., few-shot learning) has become an increasingly hot topic for researchers.
Metadata only
A generalized stereotype learning approach and its instantiation in trust modeling
(Elsevier, 2018-08) Fang, H.; Zhang, J.; Şensoy, Murat; Computer Science; ŞENSOY, Murat
Owing to the lack of historical data regarding an entity in online communities, a user may rely on stereotyping to estimate its behavior based on historical data about others. However, these stereotypes cannot accurately reflect the user's evaluation if they are based on limited historical data about other entities. In view of this issue, we propose a novel generalized stereotype learning approach: the fuzzy semantic framework. Specifically, we propose a fuzzy semantic process, incorporated with traditional machine-learning techniques to construct stereotypes. It consists of two sub-processes: a fuzzy process that generalizes over non-nominal attributes (e.g., price) by splitting their values in a fuzzy manner, and a semantic process that generalizes over nominal attributes (e.g., location) by replacing their specific values with more general terms according to a predefined ontology. We also implement the proposed framework on the traditional decision tree method to learn users' stereotypes and validate the effectiveness of our framework for computing trust in e-marketplaces. Experiments on real data confirm that our proposed model can accurately measure the trustworthiness of sellers with which buyers have limited experience.
Open Access
Reputation mechanism for e-commerce in virtual reality environments
(Elsevier, 2014) Fang, H.; Zhang, J.; Şensoy, Murat; Magnenat-Thalmann, N.; Computer Science; ŞENSOY, Murat
The interest in 3D technology and virtual reality (VR) is growing both from academia and industry, promoting the quick development of virtual marketplaces (VMs) (i.e. e-commerce systems in VR environments). VMs have inherited trust problems, e.g. sellers may advertise a perfect deal but doesn’t deliver the promised service or product at the end. In view of this, we propose a five-sense feedback oriented reputation mechanism (supported by 3D technology and VR) particularly for VMs. The user study confirms that users prefer VMs with our reputation mechanism over those with traditional ones. In our reputation mechanism, five-sense feedback is objective and buyers can use it directly in their reputation evaluation of target sellers. However, for the scenarios where buyers only provide subjective ratings, we apply the approach of subjectivity alignment for reputation computation (SARC), where ratings provided by one buyer can then be aligned (converted) for another buyer according to the two buyers’ subjectivity. Evaluation results indicate that SARC can more accurately model sellers’ reputation than the state-of-the-art approaches.