Context relevance assessment and exploitation in mobile recommender systems

In order to generate relevant recommendations, a context-aware recommender system (CARS) not only makes use of user preferences, but also exploits information about the specific contextual situation in which the recommended item will be consumed. For instance, when recommending a holiday destination, a CARS could take into account whether the trip will happen in summer or winter. It is unclear, however, which contextual factors are important and to which degree they influence user ratings. A large amount of data and complex context-aware predictive models must be exploited to understand these relationships. In this paper, we take a new approach for assessing and modeling the relationship between contextual factors and item ratings. Rather than using the traditional approach to data collection, where recommendations are rated with respect to real situations as participants go about their lives as normal, we simulate contextual situations to more easily capture data regarding how the context influences user ratings. To this end, we have designed a methodology whereby users are asked to judge whether a contextual factor (e.g., season) influences the rating given a certain contextual condition (e.g., season is summer). Based on the analyses of these data, we built a context-aware mobile recommender system that utilizes the contextual factors shown to be important. In a subsequent user evaluation, this system was preferred to a similar variant that did not exploit contextual information.