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| Title: | 基於增強學習的直播電商推薦系統
Reinforcement learning based live streaming e-commerce recommender system |
| Authors: | 唐思琪
Tang, Szu-Chi |
| Contributors: | 林怡伶
Ling, Yi-Lin
唐思琪
Tang, Szu-Chi |
| Keywords: | 直播電商
推薦系統
強化學習
探索與利用之權衡
神經網路
Live commerce
Live streaming
E-commerce
Recommender system
Recommendation system
Multi-armed bandit
Reinforcement learning
User context
Uncertainty
Exploitation-exploration trade-off
Gated Recurrent Unit
Variational Autoencoder
Bayesian neural networks |
| Date: | 2022 |
| Issue Date: | 2022-08-01 17:20:44 (UTC+8) |
| Abstract: | 近年來，直播電商逐漸受到重視。不同於傳統的電商和單向推播的電視購物，直播電商更加強調即時互動性。由於開設直播的成本低，直播主發起直播的頻率很高、商品也是不斷推成出新，這些都促成了複雜且快速變動的環境，而推薦系統能夠幫助消費者在資訊爆炸的情況下快速做出決定。過往的推薦系統研究注重於準確率的最佳化，不只引發了同溫層效應，更因為總是推薦類似的商品，長期下來導致消費者的不滿意以及流失。為了在精準推薦與探索新喜好的取捨中獲得較好的平衡，我們將此議題看作是一個具備使用者情境的多臂吃角子老虎機問題。此研究在直播電商這種新的商業情境下，提出一個基於強化學習的推薦系統。它能夠通過靜態的顧客特徵以及具時序性的顧客特徵，找出顧客、直播主以及商品之間的關係。我們使用了一種循環神經網路——門基循環單元，來找出顧客隨時間變化的喜好。我們的直播電商推薦系統能夠藉由變分自動變碼器來模糊化顧客的特徵，並在推薦商品的過程中利用貝葉斯神經網路來引入不確定性，來達成控制探索顧客喜好與利用的平衡。據我們所知，我們是第一個提出以基於神經網路的上下文吃角子老虎機演算法，來解決直播電商平台環境下推薦問題的研究。我們比較了經典的多臂吃餃子老虎機演算法，並透過真實世界資料的實驗來初步驗證了我們的理論，並且展示了其在商業實務問題中的潛在應用。
In recent years, live stream e-commerce shopping has received extensive attention from e-commerce businesses and streaming platforms. Different from traditional TV shopping and online shopping, the emerging products roll out continuously on the live stream shopping platform where users and streamers interact and synchronize in real-time. Such a dynamic environment forms a complex user context. The recommender system plays a crucial role in assisting users in information-seeking tasks and decision-making from information overload. Previous recommender systems mainly focus on optimizing accuracy, which results in filter bubbles problem and high churn rates in the long run. To balance exploration and exploitation (EE) trade-off under a dynamic and fast-changing recommendation context, the research formulates the problem as a contextual bandit problem. This study provides a reinforcement learning (RL)-based solution for a new business scenario (i.e., live stream e-commerce) which addresses three relationships between customers, streamers, and products in both static and temporal user contexts. We use Gated Recurrent Unit (GRU) to model the context changes in users` preferences in streamers and products while maintaining their long-term engagement. By encoded uncertainty in neural networks with Variational Autoencoder (VAE) for user modeling and Bayesian Neural Network (BNN) for a product recommendation, the proposed Live E-commerce Recommender System (LERS) can control the balance of EE trade-off. To the best of our knowledge, our study is the first neural network-based contextual bandit algorithm dealing with the recommendation problem in the live streaming e-commerce platforms. We compared our algorithm with classic multi-armed bandit algorithms including UCB1, LinUCB, Exp3, and NeuralUCB. Preliminary experiment results on real-world data corroborate our theory and shed light on potential applications of our algorithm to real-world business problems. |
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| Description: | 碩士
國立政治大學
資訊管理學系
109356002 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109356002 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201098 |
| Appears in Collections: | [資訊管理學系] 學位論文
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