关键词: 信誉评价, 用户偏好, 效用预测, 个性化

Abstract: To describe the preferences of individual users and to optimize the effect of service recommendation,a QoS Preference-aware Recommendation(QPrefR)scheme based on service reputation was proposed.By taking the multidimensional reputation indexes of services as the analysis object,various forms of reputation were contained which included numerical rating,labeling and evaluation of natural language.Based on fuzzy multiple attribute decision making theory,automatic extraction of user preferences and recommendation of service were achieved.Theoretical analysis and numerical simulation based on real service evaluation data indicated that the proposed model could present the customer's preference requirements effectively.

Key words: reputation, preference, utility prediction, customization