Traditionally, both content-based filtering and collaborative filtering assumes that users are simply affected by their past purchasing experience. In this study, we propose a recommender system to estimate user’s utility function based on the multi-attribute utility theory, and then to recommend the items to the user. This study explored the case of recommending mobile phones. The results show that most of users were satisfied. Therefore, the integration of recommender systems with utility function can help people to find the suitable items.
International Journal of Digital Content Technology and its Applications, 5(3), 373-382