Web使用挖掘在电子商务中的应用研究  

Application and Research of Web Usage Mining on Electronic Commerce

作　　者：刘海泉[1] 姚全珠[1] 

机构地区：[1]西安理工大学计算机科学与工程学院,西安710048

出　　处：《计算机工程》2006年第7期58-60,共3页Computer Engineering

基　　金：陕西省自然科学基金资助项目(2001X20)

摘　　要：提出一种在电子商务环境中Web使用挖掘模型,该模型同时考虑了用户浏览路径模式挖掘和关联规则挖掘两种情况,克服了单纯考虑一种情况所带来的缺点。实验结果表明,该模型能正确捕获用户的浏览和购买行为,从而为Web站点经营者制定更有效的市场营销策略提供依据,使其及时改进决策,获得更大的竞争优势。A kind of model for Web usage mining in electronic commerce environment is proposed. The model takes user traversal path pattern mining and associational rules mining into consideration at the same time, it overcomes drawbacks caused by purely taking one ease into consideration. The experiment results show that the model can correctly capture user＇s traversing and ,purchasing behaviors. Consequently, it can provide the basis with the administrator on the Web site making more efficient marketing strategy, which can make it improve the strategy in time and obtain more competition advantanges.

关 键 词：WEB使用挖掘 电子商务 浏览路径 关联规则 

分 类 号：TP311[自动化与计算机技术—计算机软件与理论]