  Nowadays, E-commerce is increasingly integrated into our daily lives.
Meanwhile, shopping process has also changed incrementally from one behavior
(purchase) to multiple behaviors (such as view, carting and purchase).
Therefore, utilizing interaction data of auxiliary behavior data draws a lot of
attention in the E-commerce recommender systems. However, all existing models
ignore two kinds of intrinsic heterogeneity which are helpful to capture the
difference of user preferences and the difference of item attributes. First
(intra-heterogeneity), each user has multiple social identities with otherness,
and these different identities can result in quite different interaction
preferences. Second (inter-heterogeneity), each item can transfer an
item-specific percentage of score from low-level behavior to high-level
behavior for the gradual relationship among multiple behaviors. Thus, the lack
of consideration of these heterogeneities damages recommendation rank
performance. To model the above heterogeneities, we propose a novel method
named intra- and inter-heterogeneity recommendation model (ARGO). Specifically,
we embed each user into multiple vectors representing the user's identities,
and the maximum of identity scores indicates the interaction preference.
Besides, we regard the item-specific transition percentage as trainable
transition probability between different behaviors. Extensive experiments on
two real-world datasets show that ARGO performs much better than the
state-of-the-art in multi-behavior scenarios.
