Clustering Merchants and Accurate Marketing of Products Using the Segmentation Tree Vector Space Model

• Main Authors: Ding, X. (Author), Li, M. (Author), Wu, Z. (Author)
• Format: Article
• Language: English
• Published: Hindawi Limited 2022
• Subjects: Analysis tools; Clusterings; Commerce; Complex network analysis; Complex networks; Data-source; Expression mechanism; Graph-based; K-means clustering; Marketing; Python; Social commerces; Trees (mathematics); User groups; Users' interests; Vector space models; Vector spaces
• Online Access: View Fulltext in Publisher

 Using social commerce users as the data source, a reasonable and effective interest expression mechanism is used to construct an interest graph of sample users to achieve the purpose of clustering merchants and users as well as realizing accurate marketing of products. By introducing an improved vector space model, the segmentation tree vector space model, to express the interests of the target user group and, on this basis, using the complex network analysis tool Gephi to construct an interest graph, based on the user interest graph, we use Python to implement the K-means algorithm and the users of the sample set according to interest topics for community discovery. The experimental results show that the interests of the sample users are carefully divided, each user is divided into different thematic communities according to different interests, and the constructed interest graph is more satisfactory. The research design of the social commerce user interest mapping scheme is highly feasible, reasonable, and effective and provides new ideas for the research of interest graph, and the boundaries of thematic communities based on interests are clear. © 2022 Xuwu Ding et al.