Data Mining and User Profile Construction in Marketing Strategy of Cultural Industry
Sep 24, 2025
About this article
Published Online: Sep 24, 2025
Received: Jan 05, 2025
Accepted: May 04, 2025
DOI: https://doi.org/10.2478/amns-2025-1000
Keywords
© 2025 Xia Zhao, published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
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Figure 3.
Cluster analysis and Wilk lambda
| Cluster number | Cluster number is 3 | Cluster number is 4 | Cluster number is 5 | |||
|---|---|---|---|---|---|---|
| Clustering index | F value | Sig | F value | Sig | F value | Sig |
| Interest experience factor | 973.635 | .000 | 771.849 | .000 | 651.434 | .000 |
| Service sensory factor | 594.806 | .000 | 530.906 | .000 | 495.883 | .000 |
| Cultural orientation factor | 1096.785 | .000 | 956.419 | .000 | 802.983 | .000 |
| Communication sharing factor | 548.275 | .000 | 308.347 | .000 | 293.879 | .000 |
| Wilk lambda | 0.311 | 0.178 | 0.156 | |||
| Grouping probability(%) | 82.40% | 88.60% | 87.20% | |||
Cluster results of user portraits
| Type of user portrait | Class A user | Class B user | Class C user | Class D user |
|---|---|---|---|---|
| Interest experience factor | -0.745 | 0.225 | -0.884 | 0.558 |
| Service sensory factor | -0.732 | 0.334 | -1.044 | 0.585 |
| Cultural orientation factor | -0.647 | 0.378 | -1.084 | 0.654 |
| Communication sharing factor | -0.422 | 0.472 | -1.135 | 0.696 |
| Sample size | 9995 | 1859 | 341 | 2873 |
| Effective sample size | 9995 | 1859 | 341 | 2873 |
| Missing sample size | 0 | 0 | 0 | 0 |