基于聚类方法的直播带货平台用户信息行为画像模型研究

Research on User Information Behavior Portrait Model of Live Streaming Platform Based on Clustering Method

[目的/意义]本文通过构建直播带货平台用户的信息行为画像模型,以呈现直播平台用户信息行为规律,为直播带货平台用户信息行为画像分析提供相关的理论和研究方法,为直播带货平台的建设和发展提供一定的指导。[方法/过程]以直播带货平台的用户为研究对象,从用户信息使用行为特征、信息交互行为特征和用户购买行为特征3个维度构建直播带货平台用户信息行为画像模型。本文获取数据的途径为发布调查问卷,再运用因子分析和K-Means聚类分析方法,将直播带货中用户信息行为进行聚类分析。[结果/结论]研究结果表明,直播带货平台的群体用户信息行为可划分为交互型用户信息行为、消费型用户信息行为、狂热型用户信息行为和沉默型用户信息行为。

[Purpose/Significance]The purpose of this article is to provide theoretical directions and research methods for live-streaming platforms by constructing the information behavior portrait model of the users of the live streaming platform.[Design/Methodology]Taking the users of the live streaming platform as the research object,the model of the user information behavior portrait of the live streaming platform were constructed from the three dimensions:user information use behavior characteristics,information interaction behavior characteristics and user purchase behavior characteristics.To obtain data,questionnaires were being distributed.Factor analysis and K-Means cluster analysis were adopted to analyze users behaviors on live streaming platforms.[Results/Conclusion]The research shows that the group user information behavior of live streaming platform can be divided into interactive user information behavior,consumption user information behavior,fanatical user information behavior and silent user information behavior.