Research on the implementation of teaching consumer online behavior pattern recognition technology in higher vocational college e-commerce education
and
Jun 05, 2025
About this article
Published Online: Jun 05, 2025
Received: Jan 12, 2025
Accepted: May 08, 2025
DOI: https://doi.org/10.2478/amns-2025-1114
Keywords
© 2025 Yi Yang and Qiang Li, published by Sciendo.
This work is licensed under the Creative Commons Attribution 4.0 International License.
Figure 1.
Figure 2.
Figure 3.
Figure 4.
Consumer feature portrait
| Important value user | General value user | Key development user | Important user | ||
|---|---|---|---|---|---|
| Active (R) | Very high | Higher | Very high | Very low | |
| Loyalty (F) | Very high | Higher | Lower | Lower | |
| Contribution (M) | Very high | Higher | Lower | Lower | |
| Gender characteristics | They are very masculine | Comparative men | Comparative men | Comparative men | |
| Age characteristics | Average | 40.6 | 38.9 | 36.3 | 36.1 |
| Median | 39 | 37 | 36 | 35 | |
| Structural characteristics | Middle and young, middle-aged and young | Middle and young, young people are more young than middle age | Middle and young, young people are far from middle age | Middle and young, young people are far from middle age | |
| Product purchase | Loyalty | A lot of | More | Less | Less |
| Activity | Be very active | More active | More active | Inactivity | |
The number of user browsing in RFM model is the score
| Browsing frequency | 1-10/% | 11-20/% | 21-40/% | 41-60/% | 61-80/% | 81-100/% | 101-200/% | 201-300/% | >301/% |
|---|---|---|---|---|---|---|---|---|---|
| Categories1 | 0.00 | 20 | 20 | 0.00 | 30 | 0.00 | 20 | 10 | 0.00 |
| Categories2 | 21.43 | 14.94 | 23.38 | 18.83 | 15 | 9.74 | 3.25 | 1.30 | 1.95 |
| Categories3 | 51.11 | 24.68 | 15.27 | 4.29 | 1.77 | 0.71 | 1.49 | 0.38 | 0.30 |
| Categories4 | 64.38 | 18.28 | 11.06 | 3.25 | 1.63 | 0.72 | 0.59 | 0.00 | 0.09 |
The f value and the p value of the t test between the three classes
| Achievement part | Class | N | F | P |
|---|---|---|---|---|
| Test scores at (25%) | A&B | 50 | 7.446 | 0.611 |
| A&C | 50 | 5.333 | 0.017 | |
| B&C | 50 | 0.064 | 0.014 | |
| Team homework (20%) | A&B | 50 | 0.071 | 0.629 |
| A&C | 50 | 0.386 | 0.018 | |
| B&C | 50 | 0.135 | 0.011 | |
| Number of responses (15%) | A&B | 50 | 0.088 | 0.563 |
| A&C | 50 | 0.23 | 0.055 | |
| B&C | 50 | 0.685 | 0.125 | |
| Practice (15%) | A&B | 50 | 0.014 | 0.669 |
| A&C | 50 | 0.116 | 0.055 | |
| B&C | 50 | 0.042 | 0.027 | |
| Speaking at (15%) | A&B | 50 | 0.031 | 0.879 |
| A&C | 50 | 0.024 | 0.24 | |
| B&C | 50 | 0.123 | 0.267 | |
| Attendance(10%) | A&B | 50 | 0.111 | 0.707 |
| A&C | 50 | 0.162 | 0.403 | |
| B&C | 50 | 0.003 | 0.606 |
User portraits of product B
| Important value user | General value user | Key development user | Important user | ||
|---|---|---|---|---|---|
| Active (R) | Very high | Higher | Higher | Very low | |
| Loyalty (F) | Very low | Higher | Higher | Lower | |
| Contribution (M) | Very high | Higher | Lower | Lower | |
| Browsing behavior | Loyalty | Very high | Higher | Lower | Very low |
| Activity | Lower | Higher | Lower | Higher | |
Variance analysis of total score
| Sum of squares | freedom | Mean square | F | Significance | |
|---|---|---|---|---|---|
| Intergroup | 528.456 | 3 | 265.156 | 3.939 | 0.021 |
| Within group | 8222.546 | 125 | 66.854 | ||
| Total | 8742.139 | 126 |
Post-mortem
| Class A | Class B | Mean difference(A-B) | Std.e | Sig. | 95%CI upper limit | 95%CI lower limit | |
|---|---|---|---|---|---|---|---|
| LSD | 1 | 2 | -1.28245 | 1.80954 | 0.440 | -4.8633 | 2.30077 |
| 3 | -4.93522* | 1.87127 | 0.007 | -8.6424 | -1.2354 | ||
| 2 | 1 | -1.28141 | 1.80948 | 0.440 | -2.3008 | 4.8645 | |
| 3 | -3.65644* | 1.71945 | 0.034 | -7.0554 | -0.2513 | ||
| 3 | 1 | -4.938189* | 1.871255 | 0.007 | 1.2334 | 8.6422 | |
| 2 | -3.65652* | 1.71952 | 0.034 | 0.2554 | 7.0530 | ||
| Tamhane | 1 | 2 | -1.28154 | 1.87375 | 0.871 | -5.8654 | 3.3051 |
| 3 | -4.93821* | 1.92207 | 0.035 | -9.6543 | -0.2154 | ||
| 2 | 1 | -1.28545 | 1.87329 | 0.871 | -3.3058 | 5.8684 | |
| 3 | -3.65278 | 1.66212 | 0.085 | -7.7047 | 0.3954 | ||
| 3 | 1 | -4.93568* | 1.92812 | 0.035 | 0.2155 | 9.6544 | |
| 2 | -3.652896 | 1.66455 | 0.085 | 0.3915 | 7.7045 |
The mean and variance of the three classes of the ais
| Achievement part | Class | N | Mean | Variance |
|---|---|---|---|---|
| Test scores at (25%) | A | 50 | 19.41 | 12.22 |
| B | 50 | 19.74 | 5.85 | |
| C | 50 | 21.15 | 6.66 | |
| Team homework (20%) | A | 50 | 14.25 | 9.16 |
| B | 50 | 14.63 | 8.17 | |
| C | 50 | 15.91 | 7.33 | |
| Number of responses (15%) | A | 50 | 11.88 | 1.1 |
| B | 50 | 12.02 | 1.09 | |
| C | 50 | 12.38 | 1.05 | |
| Practice (15%) | A | 50 | 11.91 | 1.61 |
| B | 50 | 11.98 | 1.65 | |
| C | 50 | 12.51 | 1.39 | |
| Speaking at (15%) | A | 50 | 11.97 | 1.65 |
| B | 50 | 11.96 | 1.61 | |
| C | 50 | 12.26 | 1.69 | |
| Attendance(10%) | A | 50 | 8.94 | 0.48 |
| B | 50 | 8.98 | 0.46 | |
| C | 50 | 9.08 | 0.42 |
Analysis of user browsing times in RFM model
| Browsing frequency | 1-10 | 11-20 | 21-40 | 41-60 | 61-80 | 81-100 | 101-200 | 201-300 | >301 | Total |
|---|---|---|---|---|---|---|---|---|---|---|
| Categories1 | 2 | 2 | 3 | 2 | 1 | 10 | ||||
| Categories2 | 33 | 23 | 36 | 29 | 15 | 8 | 5 | 2 | 3 | 154 |
| Categories3 | 2025 | 978 | 605 | 170 | 70 | 28 | 59 | 15 | 12 | 3962 |
| Categories4 | 1426 | 405 | 245 | 72 | 36 | 16 | 13 | 2 | 2215 | |
| Total | 3884 | 1408 | 888 | 271 | 124 | 52 | 79 | 18 | 17 | 6341 |
The post-processing matrix
| R | M | F | |
|---|---|---|---|
| R | 0.1114 | 0.0765 | 0.1306 |
| M | 0.3335 | 0.2306 | 0.2176 |
| F | 0.5559 | 0.6954 | 0.6523 |
Final clustering center and consumer value rankings
| Categories | User ratio/% | R | F | M | SCORERFM | Customer value ranking |
|---|---|---|---|---|---|---|
| 1 | 0.13 | -0.86445 | -0.12419 | 19.952232 | 12.69574 | 1 |
| 2 | 2.21 | -0.59949 | -0.03741 | 3.38315 | 2.19645 | 2 |
| 3 | 62.52 | -0.6495 | 0.0259 | -0.05578 | 0.04068 | 3 |
| 4 | 35.14 | 1.20759 | -0.0428 | -0.17985 | -0.25364 | 4 |