毕业设计（论文）电子商务中用户对媒体插播广告的个人偏好研究.docVIP

摘 要 随着电子商务发展越来越迅速，人们通过各类媒体接触到各式各样的广告也越来越多。因此，为了使媒体插播广告与用户的需求相契合，需要根据人们需求提出一种个性化的广告推荐方法，可以在为人们推荐所需信息的同时，也能满足用户个性化的需求。 本论文选取消费者选购汽车作为研究对象，通过汽车之家网站获取到两组汽车（奔腾B50和荣威360）的数据。首先，结合层次分析法和专家评分法的基本原理，对消费者选购汽车的因素进行分析和划分，根据三个准则即性能、外形和体验，建立用户选购汽车的因素的层次结构模型。然后分别通过和法和根法对特征向量进行求解，求出评价因素相对于其对应准则层的相对权重。然后通过专家评分法对准则层的元素建立专家评分表，进而求得其相对权重。最后，根据准则层和方案层的相对权重对各个方案的元素进行层次总排序及一致性检验，得到消费者选购汽车的因素排序。通过用户的偏好排序结果，分别对用户购买这两款汽车的因素偏好进行判断，并结合广告的宣传特点，从而对媒体在汽车之家插播这两款汽车的广告提出合理化建议以达到个性化推荐的效果。 关键词：用户关注度；媒体广告；个性化推荐；层次分析法 Abstract With the rapid development of e-commerce, People are exposed to various advertisements through varieties of media.Therefore, in order to make media advertising and the users needs correspond to each other,it is desirable to put forward a personalized advertising recommendation method according to peoples needs.This method can recommend the information for the people, at the same time, to meet the individual needs of users. This paper takes consumers to buy cars as the research object,The data of two groups of cars (BengTengB50 and RongWei360) are selected by the QiCheZhiJia website.Firstly,Based on the basic principle of AHP and the Experts Grading Method, the factors of car purchase are analyzed and Grouped.According to three criteria, namely performance, shape and feeling,to establish the user to buy the cars factor hierarchical model.Secondly,The eigenvectors is solved by the sum method and the root method respectively, and the relative weight of the evaluation factor is compared with its corresponding criterion layer.And the expert rating table of the elements of the criterion layer is established through the Experts Grading Method,and then obtain the relative weight.Lastly,The elements of each scheme are sorted tested according to the relative weights of the criterion layer and the program layer.Therefore,The sort of preference of consumers to buy cars is obtained.Through the sorting results, respectively, to determine the factor preferences of consumers to buy cars.Combined