DeepTrust: A Deep User Model of Homophily Effect for Trust Prediction

Trust prediction in online social networks is crucial for information dissemination, product promotion, and decision making. Existing work on trust prediction mainly utilizes the network structure or the low-rank approximation of a trust network. These approaches can suffer from the problem of data sparsity and prediction accuracy. Inspired by the homophily theory, which shows a pervasive feature of social and economic networks that trust relations tend to be developed among similar people, we propose a novel deep user model for trust prediction based on user similarity measurement. It is a comprehensive data sparsity insensitive model that combines a user review behavior and the item characteristics that this user is interested in. With this user model, we firstly generate a user's latent features mined from user review behavior and the item properties that the user cares. Then we develop a pair-wise deep neural network to further learn and represent these user features. Finally, we measure the trust relations between a pair of people by calculating the user feature vector cosine similarity. Extensive experiments are conducted on two real-world datasets, which demonstrate the superior performance of the proposed approach over the representative baseline works.