Consumer Motivation Analysis of Online users

It is always the ultimate goal of e-commerce recommendation that to improve the recommendation accuracy through grasping user preferences accurately. This article introduced consumer motivation theory to the analysis of user preferences, combining with Bayesian network theory to establish and validate a method to analyze specific consumer motivation from the user's actual consumption records. It establishes the foundation for grasping consumer psychology from consumer motivation perspective, predicting consumer behavior, and ultimately improving the quality of e-commerce recommendation.