Analysis Of Users’ Car Purchase Intention Based On The Data Of Automobile Forum

In recent years,the number of automobile consumers in my country has been increasing year by year with the rapid development of the automobile industry,which shows the purchasing power of automobile users and the huge value of the consumer market.Meanwhile,in the wake of online networks,more and more users start to choose and buy cars online,which provides companies and researchers with new ways to tap consumer value.In automobile marketing,analyzing users’ purchase intention is very important for users’ precision marketing,thereby increasing consumer value.Therefore,this article proposes to use online automobile forums to analyze which characteristics of users have an impact on car purchase intention,and analyze potential users based on car purchase intention.Based on the current situation of automobile marketing and existing literature research,this paper proposes to analyze the car purchase intention of forum users based on the actual data of the automobile forum.The main content includes the feature extraction of automobile forum users’ car purchase intention and the method of users’ car purchase intention analysis.First,from a qualitative perspective,three characteristics of user behavior,user posting text and user attribute are proposed;then,from a quantitative perspective,the analytic hierarchy process and entropy method are used to calculate the weight of each feature,and the features are filtered according to the weight;Third,cluster potential car buyers based on the filtered characteristics to obtain user categories with different car purchase intentions;fourth,propose marketing strategies based on the characteristics of each type of user;fifth,for new forum users,they can be divided into different user categories according to their characteristics,and their car purchase intentions can be analyzed.This paper takes the Fox car series of the car home as the research object.Through the crawler program and data preprocessing,10,000 users and 117,768 posts are obtained.The potential car user identification method is used to identify 6,800 potential car buyers of the Fox car series for analysis of car purchase intention.Then use the feature extraction method to obtain22-dimensional users’ behavior characteristics,8-dimensional users’ posting text characteristics,and 5-dimensional users’ attribute characteristics and further use the feature screening method to obtain 18-dimensional features with higher weights as indicators for subsequent user clustering.Using 18-dimensional features,6,800 potential car buyers are gathered into five types of users with different purchase intentions.Furthermore,it puts forward the idea of formulating marketing strategies according to the characteristics of each type of potential car buyers.Based on the research results of purchase intentions and data mining related research methods,this paper constructs a users’ car purchase intention analysis method based on automobile forum data.The research results not only enrich the user data mining research of automobile forum but also provide a reference for the actual operation of automobile companies.