Open AccessConsumers’ Purchase Behavior Preference in E-Commerce Platform Based on Data Mining Algorithm
Author(s) -
Wenjun Yang,
Jia Guo
Publication year - 2022
Publication title -
international journal of circuits, systems and signal processing
Language(s) - English
Resource type - Journals
ISSN - 1998-4464
DOI - 10.46300/9106.2022.16.75
Subject(s) - preference , purchasing , computer science , cluster analysis , e commerce , data mining , consumer behaviour , product (mathematics) , set (abstract data type) , value (mathematics) , process (computing) , artificial intelligence , machine learning , advertising , marketing , mathematics , business , world wide web , statistics , geometry , programming language , operating system
E-commerce platform can recommend products to users by analyzing consumers’ purchase behavior preference. In the clustering process, the existing methods of purchasing behavior preference analysis are easy to fall into the local optimal problem, which makes the results of preference analysis inaccurate. Therefore, this paper proposes a method of consumer purchasing behavior preference analysis on e-commerce platform based on data mining algorithm. Create e-commerce platform user portrait template with consumer data records, select attribute variables and set value range. This paper uses data mining algorithm to extract the purchase behavior characteristics of user portrait template, takes the characteristics as the clustering analysis object, designs the clustering algorithm of consumer purchase behavior, and grasps the common points of group behavior. On this basis, the model of consumer purchase behavior preference is established to predict and evaluate the behavior preference. The experimental results show that the accuracy rate of this method is 91.74%, the recall rate is 88.67%, and the F1 value is 90.17%, which are higher than the existing methods, and can provide consumers with more satisfactory product information push.