The existing mobile personalized service (MPS) gives little consideration to users’ privacy. In order to address this issue and some other shortcomings, the paper proposes a MPS recommender model for item recommendation based on sentiment analysis and privacy concern. First, the paper puts forward sentiment analysis algorithm based on sentiment vocabulary ontology and then clusters the users based on sentiment tendency. Second, the paper proposes a measurement algorithm, which integrates personality traits with privacy preference intensity, and then clusters the users based on personality traits. Third, this paper achieves a hybrid collaborative filtering recommendation by combining sentiment analysis with privacy concern. Experiments show that this model can effectively solve the problem of MPS data sparseness and cold start. More importantly, a combination of subjective privacy concern and objective recommendation technology can reduce the influence of users’ privacy concerns on their acceptance of MPS.
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