基于模板用户信息搜索行为和统计分析的共谋销量欺诈识别  

Collusive Sales Fraud Detection Based on Users' Information Search Behavior Template and Statistical Analysis

作　　者：王忠群[1] 乐元 修宇[1] 皇苏斌[1] 汪千松[1] 

机构地区：[1]安徽工程大学管理工程学院,芜湖241000

出　　处：《现代图书情报技术》2015年第11期41-50,共10页New Technology of Library and Information Service

基　　金：国家自然科学基金项目"C2C市场中基于行为树的销量识别与发布研究"(项目编号:71371012);教育部人文社会科学规划项目"C2C市场中基于参与者行为的‘打榜’识别模型与应用研究"(项目编号:13YJA630098);安徽省高校省级科学研究项目"C2C市场中基于参与者决策信息搜寻行为的虚假交易早期识别研究"(项目编号:TSKJ2014B10)的研究成果之一

摘　　要：【目的】针对电子商务推广中出现的共谋虚增销量的欺诈问题,提出一种基于模板用户信息搜索行为和统计分析的共谋销量识别方法。【方法】为了刻画用户在C2C网站购物时的信息搜索行为,提出一种带关键字的用户信息搜索行为模型以及信息搜索行为的相似度计算方法;依据共谋用户信息搜索行为的相似性,提出一种基于层次聚类的欺诈嫌疑挖掘算法;给出基于统计分析的欺诈识别方法从欺诈嫌疑中识别共谋买家,以实现对卖家销售记录中虚增销量的识别。【结果】在改进的数据集上验证该方法的召回率和准确率分别为88.6%和90.1%。【局限】不能动态调整用于识别欺诈嫌疑行为是否为"刷单"的阈值。【结论】该方法可有效识别基于模板用户信息搜索行为的共谋虚增销量。[Objective] Aiming at collusive sales inflation fraud in e-commerce promotion, this paper presents a collusive product sales fraud detection method based on users＇ information search behavior. [Methods] Firstly, in order to describe users＇ information search behavior in online shopping, a model for user information search behavior with keywords and a similarity calculating method for users＇ information search behavior are proposed. Secondly, a suspicious fraud mining algorithm based on hierarchical clustering algorithm for inflation sales is proposed, which depends on the similarity between users＇ information search behavior. Finally, this paper proposes a method for detecting suspicious fraud based on statistical analysis, to identify inflating sales in sale record of illegal vendors. [Results] The experimental results show that the recall and precision of the method are 88.6% and 90.1% respectively based on the improved data set. [Limitations] The threshold value predetermined for judging whether the fraudulent behavior is ＂scalping＂ behavior is fixed. [Conclusions] The method is effective for the detection of collusive sales inflation fraud based on users＇ information search behavior template.

关 键 词：C2C 信息搜索行为 共谋 虚增商品销量 欺诈识别 

分 类 号：G358[文化科学—情报学]