Introduction
The development of big marketing data and intelligent algorithms has offered exciting new opportunities for in-depth observation and understanding of user behavior, promises to be a game changer in marketing researches and applications (Sundsøy, Bjelland, Iqbal, & de Montjoye, 2014). Given the rapid growth of online shopping in the ever-growing e-commerce landscape, the understanding of online consumer behaviors can be translated into valuable insights on consumers' psychological states and traits that can, in turn, toward to real-time usercentric optimization of marketing actions (Matz & Netzer, 2017). Recommender systems are machine learning algorithms based on consumer behavior to predict their...