By: Tsoi Ho Keung

Supervisor: Dr. Li Chen

Co-Supervisor: Prof. Jiming Liu

Title

Understanding the Cultural Influence on Tagging Pattern

Motivation Cultural originality determine/affect human behavior Examples: greeting method, table manner, and you

name it… Cultural differences found in consumer behavior [1].

Western countries have individualism and a low context culture

Eastern countries have collectivism and a high context culture

How about tagging behavior? We are interested in exploring whether differences exist in this area.

Reference: [1] Chau, P. Y. K., Cole, M., Massey, A. P., Montoya-Weiss, M. and O'Keefe, R. M. 2002. Cultural differences in the online behavior of consumers. Communications of the ACM 45 (10), 138-143.

Introduction

What is tag?User-created annotation, in the form of

keywords, short-phrases, to describe a resource.

What is the usage of assigning tags?Search, personal management goal

Example systemsFlickr, Last.FM, DEL.icio.us, Digg…

Experimental Data (requirement) Two datasets

Different target groupTagging-enabled Share common domain

The following websites fulfilled our criteriaSongTaste.comLast.FM

Experimental Data (sources)

SongTaste Last.FM

Target user Chinese Popular in China (2.3M

registered users) Song listening available Let users comment Different rankings Tag application

Target user European Popular (30M registered

users) Song listening available Let users comment Different rankings Tag application

Experimental Data (Dataset)

SongTaste Last.FM

200 popular songs(as at 6th Dec, 09)

6,500 users applied at least 1 tag

Avg. tags applied: 10.3 (SD 74.47)

200 popular songs(as at 6th Dec, 09)

6,500 users applied at least 1 tag

Avg. tags applied: 62.1 (SD 36.34)

Research Questions RQ1: What is the tag agreement among friends in both

cultures?

RQ2: What is the tag agreement among members in bothcultures?

RQ3: What is the tag non-obviousness index in orientalusers compare with western user?

RQ4: How the tags classes distribution diverse from oriental users to western user?

Metrics

Evaluation method from [1] as baseline measurement

t-test assuming unequal variances with a risk level(α) of 0.05 is used for comparing the datasets

Reference: [1] U. Farooq, T. G. Kannampallil, Y. Song, C. H. Ganoe, J. M. Carroll, and L. Giles. Evaluating tagging behavior in social bookmarking systems: metrics and design heuristics. In GROUP ’07: Proceedings of the 2007 international ACM conference on Supporting group work, pages 351–360, New York, NY, USA, 2007. ACM.

Tag Agreement among Friends & among Members RQ1: What is the tag agreement among

friends in both cultures?

RQ2: What is the tag agreement among members in both cultures?

Tag Agreement among Friends & among Members Symmetric Jaccard Coefficient

Tuser: the set of tags user applied

Tfriend: the set of tags user’s friends applied

Tag Agreement among Friends & among Members Friends Definition

In both systems, user can explicitly state who their friends are.

Members DefinitionSimilarly, both systems allow users

comment on a song. We define users who shared a common discussion maintain a membership

Tag Agreement among Friends & among Members

SongTaste Last.FM P value (t-test)

Among Friends 0.0006 0.1106

Among Members 0.0021 0.0973

t-Test: Paired Two Sample for Means, p-value less than 0.05 is significant

p< 0.05 (t=1.96)

p< 0.05 (t=1.96)

p< 0.05 (t=1.96)

p< 0.05 (t=1.96)

Tag non-obviousness

RQ3: What is the tag non-obviousness index in oriental users compare with western user?

Definition: The ratio of tags not appear in the content to the total number of tags of that itemTo access the usefulness of a tag

Tag non-obviousness

Formally, we have

to evaluate this property

(t=2.60, p = 0.004)

SongTaste Last.FM

Non-obviousness 93% 95%

Tag Classes Distribution

RQ4: How the tags classes distribution diverse from oriental users to western user?Another 200 songs common in both systems

are consideredClassify the tags into different categoriesTwo classification schemes

Tag Classes Distribution

Examples of the three categories

Examples of the seven categories

Tag Classes Distribution

Three Categories

p-value

Factual 0.0002

Personal 0.7183

Subjective 3.79 x 10-11

Remarks: These are average percentage

Tag Classes Distribution

Seven Categories

p-value

Cat.1 7.6 x 10-7

Cat.2 0.4043

Cat.3 NA

Cat.4 0.005

Cat.5 1 x 10-9

Cat.6 0.6235

Cat.7 0.0064

Remarks: These are average percentage

Conclusion

The two cultures exhibit different tagging behavior!!!

Property Difference

What is the tag agreement among friends in both cultures? √

What is the tag agreement among members in both cultures? √

What is the tag non-obviousness index in oriental users compare with western user?

√

How the tags classes distribution diverse from oriental users to western user?

√

What’s next?

Bearing the different tagging patterns in mind, we can..Develop cultural-aware tag recommender

system and;Provide tailor-made tag recommendation

based on users’ cultural originality and;much more…

Coming Soon…

Cultural-aware Semantic Map based on SOM Tag Recommender

Question & Answer

Thank you