Research on User Classification of e-commerce Live Broadcast Platform Based on Bullet Screen——Take Beauty Live Streaming on Taobao as an Example

DOI

10.2991/978-94-6463-562-1_3How to use a DOI?

Keywords

e-commerce live broadcast; bullet screen users; user classification; RFM model; cluster analysis

Abstract

In the live broadcast of e-commerce, users and anchors interact in real time through the bullet screen, so a large amount of user information and data are stored in the live broadcast bullet screen. Effectively utilizing this information and accurately identifying effective users can help e-commerce platforms and broadcast rooms better understand the needs of users. In this paper, an improved RFM based user classification method for live streaming of e-commerce is proposed. By constructing an improved RFM model, the index and attribute of user classification are added. SOM neural network algorithm combined with K-means clustering algorithm is used to classify barrage users. The experimental results show that the SOM model combined with K-means method has a good effect in user classification. Through the classification of Taobao live streaming platform beauty pop-screen users, four user groups are obtained: deep loyal users, active active users, active cultivation users and potential users. Finally, the corresponding marketing strategy is given according to the characteristics of the four groups.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wen Lei
PY  - 2024
DA  - 2024/11/13
TI  - Research on User Classification of e-commerce Live Broadcast Platform Based on Bullet Screen——Take Beauty Live Streaming on Taobao as an Example
BT  - Proceedings of the 2024 5th International Conference on Big Data and Social Sciences (ICBDSS 2024)
PB  - Atlantis Press
SP  - 13
EP  - 24
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-562-1_3
DO  - 10.2991/978-94-6463-562-1_3
ID  - Lei2024
ER  -