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研究生:張文鴻
研究生(外文):Wen-Hong Zhang
論文名稱:應用最小生成樹與效用分析於關聯規則之研究
指導教授:陳炫碩陳炫碩引用關係
指導教授(外文):Ken Chen
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:48
中文關鍵詞:關聯法則最小生成樹
外文關鍵詞:Association Rule最小生成樹
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本研究探討如何找出消費者購買行為之間的關聯,透過最小生成樹演算法而不是以往的關聯法則演算法等,以往的關聯法則演算法需透過決策者自行定義門檻值去挖掘出關聯法則,門檻值沒有準確的定值容易找出過量的關聯法則使得決策者無從觀察,且關聯法則忽略了消費者購物的特性,忽略了產品購買數量與金額的事實,因此本研究使用最小生成樹在交易資料中找出兩兩最具相關的產品種類,透過相互資訊進行產品與產品之間的顯著性檢測證明其在統計上是顯著相關的,並利用中心程度來去找出顧客的購物籃中最常被購買出現在各個購物清單的關鍵產品,最後使用 utility scores 去算出最有價值的關聯法則供給零售業經理人進行促銷活動等。
This study explores how to find the correlation between consumers' purchasing behaviors, through the minimum spanning tree algorithm instead of the previous association rule mining. The previous association rule algorithm needs to define the threshold by the decision maker to mine the association rules , however how to define the threshold is a difficult question, it is easy to find excessive useless association rules that make it impossible for decision makers to observe, and the association rule ignores the characteristics of consumer shopping eg. the fact that the number and amount of product purchase. Therefore, this study uses the minimum spanning tree in identify the most relevant product category in the transaction database, and use the mutual information to conduct product-to-product significant test to prove that they are statistically significantly related, and use the degree centrality to find the key product in the customer's shopping basket. They are often purchased for key products that appear on various shopping lists, and finally use utility scores to calculate the most valuable association rules for retail managers to carry out promotional activities.
國立中央大學圖書館學位論文授權書 ............................................................................i
國立中央大學碩士班研究生論文指導教授推薦書 ...................................................... ii
國立中央大學碩士班研究生論文口試委員審定書 ..................................................... iii
中文摘要 ..........................................................................................................................iv
ABSTRACT ...................................................................................................................... v
CONTENTS .....................................................................................................................vi
LIST OF FIGURES ....................................................................................................... viii
LIST OF TABLES ............................................................................................................ix
Chapter1 Introduction ................................................................................................. 1
Chapter2 Literature review ......................................................................................... 4
2.1 Association Rule Mining ...................................................................................... 4
2.1.1 Apriori ........................................................................................................... 4
2.1.2 High Utility Itemset Mining .......................................................................... 6
2.2 Minimum Spanning Tree .................................................................................... 11
2.2.1 Dijkstra 最小生成樹 .................................................................................. 11
2.2.2 Kruskal 最小生成樹 .................................................................................. 14
2.2.3 Prim 最小生成樹 ....................................................................................... 18
Chapter3 研究方法與實作 ...................................................................................... 22
3.1 資料處理 ............................................................................................................ 22
3.2 Prim’s 最小生成樹(Prim’s MST) ................................................................... 23
3.2.1 Relevance between two products ................................................................ 24
vii
3.2.2 Distance between two products ................................................................... 25
3.2.3 Identify dependence between two products ............................................... 28
3.2.4 Key Products ............................................................................................... 31
3.3 Utility*Lift Score .............................................................................................. 33
Chapter 4 結論與未來研究 ......................................................................................... 35
Chapter 5 REFERENCE ............................................................................................... 36
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