基于用户社会关系推送理财产品的研究

The Study of Financial Products Push Based on Social Relations

随着各种互联网金融理财产品的普及,用户往往难以获取可信任的投资产品,为解决这一问题,设计一种基于社交网络定向推送理财产品的方法,利用用户直接社会关系和间接社会关系来推送理财产品。当用户之间关系不明确时,通过分析用户所使用的移动设备或位置感知服务产生的时空数据集,基于EBM模型来挖掘潜在的用户社会关系,即间接社会关系。基于用户的直接社会关系和间接社会关系发现用户可信任的其他用户,然后利用传统的基于用户的协同过滤算法做出理财产品推送。算法分析与仿真实验结果表明该推送方法是可行和有效的。

With the popularity of various internet financial products, the user is often difficult to obtain trusted investment products. In order to solve this problem, a method based on social network to recommend financial products is designed, which makes use of the user direct and indirect social relations to push financial products. When the relationship between the users is not clear, by analyzing spatiotemporal data sets generated by the mobile device or location based service used by users, the EBM model is applied to tap the potential social relations between users, namely indirect social relations. After that trusted users of the target user can be found based on the direct and indirect social relations. Finally, traditional user-based collaborative filtering algorithm is used to recommend financial products. Algorithm analysis and simulation results show that the push method is feasible and effective.