基于BP神经网络的用户九型人格模型构建

Construction of User Enneagram Model Based on BP Neural Network

随着电子商务的发展,对于用户消费行为及用户人格的研究越来越普遍,但人格分类以艾森克人格特质理论和大五人格居多,并且在分析用户消费行为时,没有将消费行为学和用户人格特征相结合。本文提出基于BP神经网络的用户九型人格模型,该模型首先利用消费行为学提取消费行为的维度对用户购物日志进行用户消费维度分析,再对消费行为维度进行九型人格分析,最后利用BP神经网络对用户进行九型人格分类。本文采用天池大数据提供的用户6个月购物日志对该模型进行测试并验证了其可行性。

With the development of E-commerce, the study of user’s consumer behavior and personality is increasingly prevalent, but the personality classification is mainly based on Eysenck Personality theory and Big Five personality. Besides, consumer behavior is not combined with user personality traits when analyzing user consumption behavior. This paper puts forward an enneagram model of users based on BP neural network. Firstly, the model analyzes user consumption dimensions on the users’ shopping logs by the dimension of the consumer behavior that is extracted from consumer behaviours, then, analyzes enneagram for consumer behavior dimensions, finally, classifies enneagram of user by BP neural network. This paper tests the model and verifies its feasibility with the users’ shopping logs for six months provided by Tianchi big data.