Service Quality Evaluation by Exploring Social Users’ Contextual Information

Nowadays, with the boom of social media and e-commerce, more and more people prefer to share their consumption experiences and rate services on review sites. Much research has focused on personalized recommendation. However, quality of service also plays an important role in recommender systems, and it is the main concern of this paper. An overall rating that indicates the popular view usually represents the evaluation. There are some challenges when we do not have enough review information to extract public opinion. Take, for example, a movie for which one user rates a two star rating, and another rates a five star rating. In this case, it is difficult to conduct a quality evaluation fairly. However, it is possible to be improved with the help of big social users' contextual information. In this paper, we propose a model to conduct service quality evaluation by improving overall rating of services using an empirical methodology. We use the concept of user rating's confidence, which denotes the trustworthiness of user ratings. First, entropy is utilized to calculate user ratings' confidence. Second, we further explore spatial-temporal features and review sentimental features of user ratings to constrain their confidences. Last, we fuse them into a unified model to calculate an overall confidence, which is utilized to perform service quality evaluation. Extensive experiments implemented on Yelp and Douban Movie datasets demonstrate the effectiveness of our model.