针对本地生活服务推荐中的周期性行为建模难题,提出频域感知多视角兴趣模型。
FIM: Frequency-Aware Multi-View Interest Modeling for Local-Life Service Recommendation
- 从多视角分解用户需求,分离不同周期性意图
- 利用傅里叶变换将行为序列转至频域,动态捕捉周期特征变化
- 在快手平台上线后显著提升交易量,适合高频率行为预测场景
人们日常生活包含大量周期性行为,如饮食与出行。本地生活平台通过提供与日常习惯相关的服务来满足这些重复需求,因此用户的周期性意图会体现在平台交互中。现有方法在建模用户周期行为时面临两大挑战:一是用户多样化需求的周期性混杂于行为序列中难以区分;二是周期行为受节假日、促销活动等动态因素影响而发生变化。为此,本文提出频域感知多视角兴趣建模框架(FIM)。首先设计多视角搜索策略,从不同维度分解用户需求,分离其各类周期性意图,相比仅按类别搜索的方法能更全面提取周期特征。其次,提出频域感知与演化模块,通过傅里叶变换将用户时间行为转换至频域,实现对周期特征的动态感知。大量离线实验表明,FIM在公开及工业数据集上均有显著提升,验证了其有效建模用户周期意图的能力。此外,该模型已在快手本地生活服务平台上线,线上A/B测试显示交易量显著增长。
原文摘要 · Abstract (English)
People's daily lives involve numerous periodic behaviors, such as eating and traveling. Local-life platforms cater to these recurring needs by providing essential services tied to daily routines. Therefore, users' periodic intentions are reflected in their interactions with the platforms. There are two main challenges in modeling users' periodic behaviors in the local-life service recommendation systems: 1) the diverse demands of users exhibit varying periodicities, which are difficult to distinguish as they are mixed in the behavior sequences; 2) the periodic behaviors of users are subject to dynamic changes due to factors such as holidays and promotional events. Existing methods struggle to distinguish the periodicities of diverse demands and overlook the importance of dynamically capturing changes in users' periodic behaviors. To this end, we employ a Frequency-Aware Multi-View Interest Modeling framework (FIM). Specifically, we propose a multi-view search strategy that decomposes users' demands from different perspectives to separate their various periodic intentions. This allows the model to comprehensively extract their periodic features than category-searched-only methods. Moreover, we propose a frequency-domain perception and evolution module. This module uses the Fourier Transform to convert users' temporal behaviors into the frequency domain, enabling the model to dynamically perceive their periodic features. Extensive offline experiments demonstrate that FIM achieves significant improvements on public and industrial datasets, showing its capability to effectively model users' periodic intentions. Furthermore, the model has been deployed on the Kuaishou local-life service platform. Through online A/B experiments, the transaction volume has been significantly improved.
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