Context-aware Recommender Systems using Data Mining Techniques

This study proposes a novel recommender system to provide the advertisements of context-aware services. Our proposed model is designed to apply a modified collaborative filtering (CF) algorithm with regard to the several dimensions for the personalization of mobile devices – location, time and the user’s needs type. In particular, we employ a classification rule to understand user’s needs type using a decision tree algorithm. In addition, we collect primary data from the mobile phone users and apply them to the proposed model to validate its effectiveness. Experimental results show that the proposed system makes more accurate and satisfactory advertisements than comparative systems. Keywords—Location-based advertisement, Recommender system, Collaborative filtering, User needs type, Mobile user.