直播带货下的青年群体购买意愿影响因素数据挖掘研究——以K市为例
Data Mining Research on the Influencing Factors of Young People’s Purchase Intention under Live Streaming—Taking K City as an Example

背景和目的：以Y省K市青年群体为研究对象，利用统计问卷和数据挖掘技术，剖析直播带货下的青年群体购买意愿影响因素。方法：通过问卷设计致力于将关键因素转化为具体问题，在问卷发放和数据收集后，通过聚类分析和机器学习中的特征工程对数据集进行预处理，通过L2正则化项的逻辑回归模型对不同处理策略下的数据展开模型分析并验证其有效性。结论：本文通过模型分析得出最优数据预处理策略，并探究K市网络带货环境下青年群体购买意愿的影响因素。
Background and Purpose: Taking the youth group in K city of Y province as the research object, this paper analyzes the influencing factors of the purchase intention of the youth group under the live broadcast with goods by using the statistical questionnaire and data mining technology. Method: Through the design of questionnaires, we are dedicated to transforming key factors into specific questions. After distributing the questionnaires and collecting data, we preprocess the dataset by cluster analysis and feature engineering in machine learning. We then use a logistic regression model with L2 regularization terms to analyze the data under different processing strategies and verify its effectiveness. Conclusion: This paper obtains the optimal data preprocessing strategy through model analysis, and explores the influencing factors of young people’s purchase intention under the environment of online shopping in K city.