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Author: 吳致芳
CHIH-FANG - WU
Thesis Title: 行動商務中高效益頻繁購買行為樣式之探勘
Mining High Utility Frequent Purchase Behavior Patterns in Mobile Commerce
Advisor: 徐俊傑
Chiun-Chieh Hsu
Committee: 賴源正
Yuan-Cheng Lai
黃世禎
Sun-Jen Huang
Degree: 碩士
Master
Department: 管理學院 - 資訊管理系
Department of Information Management
Thesis Publication Year: 2016
Graduation Academic Year: 105
Language: 中文
Pages: 55
Keywords (in Chinese): 資料探勘 消費者行為
Keywords (in other languages): Data mining, user behavior
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  • 由於智慧型科技產品的普及與行動支付的興起,越來越多消費者利用手機、平板、智慧型手錶等行動裝置來進行付款,所以了解在行動商務環境下的消費者行為,現今已成為資料探勘的一大熱題。已有學者提出研究,希望能找出行動商務環境中的消費者行為,然而就我們所知,目前應用在行動商務的演算法並沒有考慮到消費者的非連續的共同路徑,因此探勘出的樣式會忽略一些資訊。除此之外,在探討商品與商品之間的關聯性時,只考慮了商品被購買的頻率,但每樣商品都有不同的價格與利潤,傳統的頻繁樣式探勘可能找出高頻繁但低利潤的商品或是忽略了低頻率但高利潤的商品。
    因此,本論文提出行動商務中高效益頻繁購買行為樣式之探勘(High Utility Frequent Purchase Behavior Mining,HUFPBM),同時考量非連續的共同移動路徑、商品項目集與商品購買順序三個面向,以及商品的頻率與效益(Utility)兩個因素。HUFPBM使用SID-list (Sequential ID-list)資料結構和樣式成長的概念,找出所有的行為樣式,首先找出頻繁非連續的共同移動路徑樣式,再找出其投影交易下能同時滿足頻率門檻與效益門檻的商品樣式。本論文所找出的行為樣式允許重複的路徑出現在樣式中,且不僅探討商品被購買的頻率,還有商品被購買的數量以及利潤,完整的找出消費者移動路徑且真正能為店家帶來效益的行為樣式。


    Due to the rapid expansion of technology and electronic payment, people now pay with their mobile devices such as cell phones, pads, or smart watches, etc. Thus understanding the behaviors of customers becomes an important research issue in data mining. Previous researches have proposed many algorithms that considered both moving and purchase patterns. However, they did not take moving patterns into account. Therefore, it may lose some information about the mined patterns. In addition, it only considers the frequency of items, but each item has different price and profit. The problems for traditional frequent itemset mining are that finding the patterns may have high frequencies but low profits for business or may miss the patterns which have low purchase frequencies but high profits.
    In this paper, we propose HUFPBM (High Utility Frequent Purchase Behavior Mining), which take non-consecutive moving path, items and purchasing order three factors into account. It also considers the frequency and utility of items in order to discover all high utility frequent purchase behavior. HUFPBM utilizes SID-list (sequential ID list) data structures and the concept of pattern growth to find the frequent moving patterns first. Then it finds all purchase patterns which satisfy the user-specified minimum support and user-specified minimum utility for the moving patterns. The behavior patterns we discovered include the information of forward and backward path. In addition, we take not only frequent pattern mining but also high utility pattern mining into consideration. The proposed method can discover complete moving patterns of customers as well as explore important and high profit behavior patterns in order to bring high profits to business.

    論文摘要 I ABSTRACT II 圖索引 V 表索引 VII 第一章 緒論 1 1.1 研究背景 1 1.2 研究動機 2 1.3 論文架構 3 第二章 文獻探討 4 2.1 關聯規則探勘(Association Rules Mining) 4 2.1.1 Apriori演算法 5 2.1.2 FP-Growth演算法 6 2.2 序列樣式探勘(Sequential Pattern Mining) 7 2.2.1 SPADE(Sequential Pattern Discovery using Equivalence Classes) 7 2.2.2 PrefixSpan(Prefix-projected Sequential Pattern Mining) 8 2.3 瀏覽路徑樣式探勘(Path Traversal Pattern Mining) 9 2.3.1 正向瀏覽序列(Forward Traversal Pattern) 9 2.3.2 非簡單瀏覽序列(Non-Simple Traversal Pattern) 10 2.4 行動樣式探勘(Mobile Pattern Mining) 11 2.4.1 行動序列樣式(Mobile Sequential Pattern) 11 2.5 高效益探勘(High Utility Mining) 14 第三章 研究方法 17 3.1 問題定義 17 3.2 HUFPBM演算法基本概念與流程 20 3.3 資料庫轉換 22 3.3.1 SID-List (Sequential ID-List) 資料結構 23 3.3.2 SID Join 24 3.4 HUFPBM演算法 29 3.4.1. WUFPB-Tree 29 3.4.2. 路徑樣式成長 31 3.4.3. 路徑下購買行為樣式成長 33 第四章 實驗設計與分析 41 4.1 實驗資料集摸擬方法 41 4.2 實驗結果 44 第五章 結論與未來展望 52 參考文獻 53

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