Analysis of Consumers Purchasing Behavior for Handheld TV Based on Data Mining
Handheld TV refers to a service mode to watch TV through the small screen communication terminal. For operators, how to collect the relevant data of consumers purchasing behavior and viewing habits will be a new topic for the operation and development of handheld TV. Firstly, on the basis of the analysis of consumers behavior for handheld TV, the theories and techniques of data mining are introduced. Then, the relevant data of consumers purchasing behavior for handheld TV are collected through the method of questionnaire and the data mining model is constructed through the K-means clustering algorithm and a model of association rules using Generalized Rule Induction (GRI). Finally, the validity of the method is verified from an empirical point of view, and the characteristics of consumer groups which will buy handheld TV are analyzed in order to provide a scientific basis for the promotion of handheld TV.
handheld TV consumers behavior data mining K-means GRI
Wen Liu Li Xiong Peng Chen
School of Management,Shanghai University,Shanghai,China
国际会议
太原
英文
57-60
2011-02-26（万方平台首次上网日期，不代表论文的发表时间）