基于网购平台大数据的电子商务用户行为分析与研究

Analysis and Research on E-commerce User Behavior Based on Big Data of E-commerce Platform

为更好地促进电子商务行业健康持续发展,需要对电子商务用户的行为进行深入分析与研究。基于单因素与多因素的概率分析和属性分析,以用户运营管理、消费者行为及在线商品性价比为研究对象,利用K-means软件进行综合因素分析,并对数据开展分析和运算。研究发现,商品物流运输效率、消费者需求诉求,以及在线商品性价比是影响电子商务用户行为的关键因素,而且电子商务用户是否购买商品,主要取决于在线商品性价比与消费者需求诉求,其次是商品物流运输效率。该研究有助于进一步认识商务用户行为,促进电子商务行为的创新发展。

In order to promote the healthy and sustained development of e-commerce industry,it is necessary to analyze and study the behaviors of e-commerce users.With the user operation management,the consumer behavior and the cost performance of the online commodity as the research object,the comprehensive factors’analysis is done with the help of K-means software and a conclusion has bee drawn that the key factors affecting the behavior of e-commerce users are the efficiency of commodity logistics transportation,the appeal for consumer demand and the cost performance of online commodities after excavation analysis and calculation,based on probability analysis,attribute analysis and universality analysis of the single factor and multi-factor.It has been found that whether the users buy commodity or not mainly depends on cost performance of online commodities and the appeal for consumer demand,then efficiency of commodity logistics transportation comes after.This study is helpful to know the commerce users’behaviors and can promote the innovative development of e-commerce behaviors.