Research On Consumers' Primary Concern Based On Data Mining

Consumer intention as the economic,social,psychological and other cross-cutting research focus,has been widely concerned by the academic community.Consumer intention,refers to the consumer to buy a specific product of the subjective tendencies,is to determine the inherent driving force of consumer demand.With the rapid development of the Internet,the Internet has become an indispensable communication tool in people's lives,and it becomes an important platform for people to express their wishes and opinions.The use of data mining technology to explore consumers' primary concern has become an important way to study the intention of consumers.This paper focuses on the probability estimation of the main concerns of consumer willingness in different areas,the relevance of related indicators,and the analysis of influencing factors.The aim is to explore the inherent motivation of consumer demand.This study has important practical significance for stimulating consumption demand and promoting the application of data mining technology in the field of consumer willingness.Based on the theory of consumers' primary concern and data mining,this paper uses the statistical language model to study the problem of probability estimation of the primary index that consumers focus on.The association rule analysis method is used to analysis the relevance level of the relevant attention index,and the decision tree model is used to analysis which factor has influence in the index.The main research results of this paper:First of all,the results of the probability estimation of the main indicators of consumption in different areas : the main concerns of the car are price,safety,reliability and brand,the probability of concern are 37.65%,19.43%,10.53% and 9.82%;Mobile phone main concern indicators are the processor,configuration and performance,internal storage space and brand,the probability of concern are 19.69%,17.32%,11.02% and10.63%;In tourism consumption,the main focus of the indicators are attractions characteristics,safety,cost and service,the probability of concern are 32.5%,20%,15%and 10% respectively;In food consumption,the main concerns are taste,dining environment,characteristics and consumption,the probability of concern are 30%,26%,18% and 10%.The main concerns of education consumption are teaching quality,word of mouth,curriculum and teachers,the probability of concern are 25%,20%,17.5% and15%;Clothing consumption mainly concern about the style,work,fabric and brand,the probability of concern are 28.77%,25.57 %,23.44% and 7.46% respectively.The main concerns of household and personal care products are efficiency,price,brand and composition,and the probability of concern are 28.57%,26.79 %,16.07% and 12.50%.Secondly,the results of the relevance of related indicators in different areas: In car consumption,the probability of the simultaneous appearance of price and security index is very high,and the support,the confidence and the lift of the rule are about 91.1%,88.9% and 1.04;In mobile phone consumption,the probability of the simultaneous appearance of configuration and performance and internal storage space index is very high,and the support,the confidence and the lift of the rule are about 87.5%,89.1% and1.04;In tourism consumption concerns indicators,the probability of the simultaneous appearance of safety and expenses index is very high,and the support,the confidence and the lift of the rule are about 82.5%,75.8% and 1.01;In the food consumption concern index,the probability of the simultaneous appearance of taste and dining environment index is very high,and the support,the confidence and the lift of the rule are about 94.0%,83.0% and 1.01;In education consumption,the probability of the simultaneous appearance of educational quality and word of mouth index is very high,and the support,the confidence and the lift of the rule are about 89.5 %,89.7% and 1.03;In clothing consumption concerns indicators,the probability of the simultaneous appearance of work and fabric index is very high,and the support,the confidence and the lift of the rule are about 80.9%,77.6% and 1.06;In the household and personal care products consumption,the probability of the simultaneous appearance of price and efficacy index is very high,and the support,the confidence and the lift of the rule are about 80.4%,88.9% and 1.11.Finally,the results of the analysis of influencing factors: In car consumption,the brand is the most important factor of price index,consumers who do not care about the brand concern about price in probability of 82.7%,consumers who care about the brand concern about price in probability of 97.3%.In the category that consumers do not concern about the brand,the fuel consumption is the main factor,and in the category thatconsumers concern about the brand,reliability and fuel consumption is the main factor;In mobile phone consumption,configuration and performance is the most important factor of the processor,consumers who do not care about configuration and performance concern about processor in probability of 32.8%,consumers who care about configuration and performance concern about processor in probability of 75.2%,and in this category,brand,pixel and standby time are the main factors.In tourism consumption,travel line is the most important factor of scenic spots,consumers who do not care about travel line must concern about processor,consumers who care about travel line concern about processor in probability of 93.9%,and in this category,cost is the main factor.In food consumption,freshness of the material is the most important factor of taste,consumers who do not care about freshness of the material must concern about taste,consumers who care about freshness of the material concern about taste in probability of90.9%,and in this category,nutrition,health and service are the main factors.In education consumption,the teacher is the most important factor of the quality of teaching,consumers who do not care about the teacher must concern about the quality of teaching,consumers who care about the teacher concern about the quality of teaching in probability of 96.4%,and in this category,service is the main factor.In clothing consumption,work is the most important factor of style,consumers who do not care about the work concern about style in probability of 86.4%,consumers who care about the work concern about style in probability of 78.7%.In family and personal care products consumption,the price is the most important factor of efficacy,consumers who do not care about price concern about efficacy in probability of 46%,consumers who care about price concern about efficacy in probability of 90.7%,and in this category,word of mouth and composition are the main influencing factors of efficacy.