CN104317831B - User behavior evolution-based welfare accurate push technology in on-line social network - Google Patents
User behavior evolution-based welfare accurate push technology in on-line social network Download PDFInfo
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Abstract
The invention discloses a user behavior evolution-based welfare accurate push technology in an on-line social network. The user behavior evolution-based welfare accurate push technology comprises the following steps of defining decision information and evaluation information of all users in the on-line social network service; then constructing a user behavior evolution model of the on-line social network service; obtaining a user social network structure and a limited welfare resource number as well as the welfare pushing time; calculating the welfare resource quantity needing to be pushed for persuading people who are not users of the on-line social network service to adopt the on-line social network service; calculating the potential values to be generated when the people who are not users of the on-line social network service adopt the on-line social network service; sorting the potential values of the users, and pushing welfare to the users selected from top to bottom. The user behavior evolution characteristics are considered, and the limitation that only node state activation influences the maximized decision-making in the past and the behavior evolution process is ignored is avoided.
Description
Technical field
The present invention relates to the data mining technology application of online social networking service, and in particular to a kind of online social networks
The welfare based on user behavior evolutionary pattern precisely delivers technology under service competition environment.
Background technology
As with the arrival in the web2.0 epoch of user's creation content, people enter the social networks epoch.All kinds of online societies
Network service (Social Network Service, SNS) is handed over to emerge in an endless stream, such as external Facebook and twitter, state
Everybody interior and microblogging.Online social networking service is mainly carried on the work by two ways：The first is advertising income pattern,
Advertising expense is collected by carrying out advertisement putting to user；Second is the pattern charged to user, by providing the user with website
Service collect the charges.But either any management mode, it is most heavy that user becomes online social networking service company
The assets wanted.Lose user and mean that decline, Myspace for example several years ago is very popular, and the whole America can be received in the summit phase
7590 user, and with the rise of Facebook, number of users is gradually reduced, and has gone on the road of decline, market value is also from 2005
5.8 hundred million dollars of year fall below 35,000,000 dollars in 2011.Therefore, it is related to draw over to one's side the data mining technology of user and its answers
Become particularly important in the competition of online social networking service.Online social networking service company would generally deliver welfare to draw
Hold together user, for example, provide red packet, preferential offer stage property, or preferential enjoy member's privilege etc..But how many welfare are delivered, is delivered
Which user is given, becomes the difficult point that welfare delivers problem.
In conventional research, the welfare dispensing technology of user is drawn over to one's side, be generally adopted by the method and shadow of average granting
The maximized method of sound.The average method provided, will all of welfare be equably issued to all users, such welfare is thrown
Cost is put too high, if welfare resource-constrained, because number of users is huge, then each user obtain welfare it is micro- its
Micro-, user is difficult to experience welfare；Maximized method is influenceed, some influential nodes are chosen, its state is swashed
It is living, therefore desirable for indirectly activating other nodes, reach the maximum purpose of excited user number mesh.But influence is maximized and only examined
Consider the state of activation node, have ignored the dynamic process that user behavior constantly develops and fluctuates.Drawing this problem of user over to one's side
On, influence maximized method to there is number of users during welfare is delivered and go up, and welfare dispensing end number of users is obvious
The possibility of drop, so as to cause welfare to be delivered, the purpose for drawing user over to one's side to be reached fails.
Precisely to deliver technology main for the welfare based on user behavior evolutionary pattern under online social networking service competitive environment
Including it is following some：Online social networking service defines each user has decision information and assessment information；Build the row of user
It is evolutionary model；Obtain the time that the social network structure information and limited welfare number of resources and welfare of user are delivered；
Thrown required for the welfare release time calculates non-online social networking service user of persuasion using this online social networking service
The online social networking service user of welfare resource size and Fei Ben put is using diving that this online social networking service can be generated
In value；The potential value of user is ranked up, selects user to carry out welfare dispensing from high to low.This technology takes into full account
The behavior evolution feature of user, can reduce user's bounce-back and does not use this online social networks after welfare delivers activity end
The possibility of service.
The content of the invention
Goal of the invention：It is an object of the invention to solve the deficiencies in the prior art, there is provided a kind of online social network
Network service contends with one other in the environment of user, and how online social networking service is based on the behavior evolution pattern of user, effectively
Welfare is carried out using limited resource precisely to deliver, the method for reaching the purpose for drawing user over to one's side.
Technical scheme：The welfare developed based on user behavior in a kind of online social networks of the invention precisely delivers skill
Art, comprises the following steps：
(1) decision information and assessment information of all users in online social networking service are defined；
(2) the user behavior evolutionary model of online social networking service is built；
(3) time that user social contact network structure and limited welfare number of resources and welfare are delivered is obtained；
(4) calculate and persuade non-online social networking service user using dispensing required for this online social networking service
Welfare resource size；
(5) the potential valency that non-online social networking service user can be generated using this online social networking service is calculated
Value；
(6) potential value of user is ranked up, selects user to carry out welfare dispensing from high to low.
Further, comprising the following steps that in the step (1)：
(1.1) decision information of oneself for setting each user is SiIf user i uses this online social networks in mono- week
The number of times of service is less than K times, then mark the user as non-online social networking service user, that is, illustrate that the user have selected
Tactful S2；This online social networking service user is otherwise labeled as, that is, illustrates that the user have selected tactful S1, i.e.,
Wherein, i is positive integer, K ∈ [1 ,+∞)；
(1.2) the assessment information for setting each user i in moment t is θiT (), i.e. each user i are in moment t to this online society
Network service is handed over to be estimated, it is believed that it is θ that other users use the probability of this online social networking servicei(t), wherein θi(t)∈
(0,1), the assessment information initial set value of user is θ, and 0≤θ≤1.Weekly according to the decision information and use of all users
The behavior evolution model at family is adjusted.
Further, step (2) comprise the following steps that：
(2.1) the behavior game model of user is built, if this online social networking service cans the income brought to user
For a and other online social networking services can the income brought to user between b, i.e. user if information interchange and connection
System, if both of which uses this online social networking service, i.e., using tactful S1, then both of which obtain income a；If both of which
Using other online social networking services, i.e., using tactful S2, then both obtain income b；Both of which is without income in the case of other；
When condition meets θi(t)>During b/ (a+b), user's selection uses this online social networking service；When condition is unsatisfactory for, Yong Huxuan
Select using other online social networking services；
(2.2) build the assessment information evolutionary model of user, if regulation coefficient in user's evolutionary process for λ and 0≤λ≤
1, each user i are in each weekly assembly because periphery neighbor choice uses the ratio k of this online social networking servicei(S1)/kiAnd it is right
Its assessment information produces adjustment：θi(t+1)=(1- λ) θi(t)+λki(S1)/ki, wherein ki(S1) it is user i peripheries neighbor choice
The number of this online social networking service, kiIt is neighbours' number of user i, θiThe assessment information of user i when () represents moment t t.
Further, step (3) comprise the following steps that：
(3.1) user in social networks is abstracted into the node of network, it is side that the contact existed between user is then abstract,
If user i in this online social networking service or other online social networking services with user j good friends each other, then it represents that use
There are a line, A={ a between family i network nodes corresponding with user jijFor social networks adjacency matrix, if user i and
User j is friend relation, then aij=1, otherwise aij=0；
(3.2) what the limited welfare number of resources c of input, i.e. company can provide freely enjoys the welfares such as member's privilege
Total amount, the cost paid according to required for enjoying the welfare originally carries out quantifying to add up；
(3.3) the time T that input welfare is delivered, i.e. company can provide the free moment for enjoying the welfares such as member's privilege.
Further, step (4) comprise the following steps that：
In moment t, to each non-online social networking service user i, calculate and persuade the user online social using this
The welfare resource Δ delivered required for network servicei：
Δi=max { (1/ θi(t)-1)b-a,0}。
Further, step (5) comprise the following steps that：
To each non-online social networking service user i, calculate non-online social networking service user and use this to exist
The potential value value that line social networking service can be generatedi：
Further, step (6) comprise the following steps that：
By the potential value value of each useriIt is ranked up；Selection possesses the user of maximum potential value, if surplus
Remaining welfare resource is not less than the welfare resource Δ for needing to deliveri, selection dispensing welfare resource ΔiTo the user, and by the user's
valueiDeleted from potential value set；If remaining welfare resource is less than the welfare resource for needing to deliver, directly by the user
ValueiDeleted from potential value set；If welfare resource also has remaining and potential value set non-NULL, repeat
State operation；Otherwise terminate the dispensing of welfare, user and each user that output welfare is delivered deliver the size of welfare.
Beneficial effect：Compared with prior art, the present invention has advantages below：
(1) existing data mining application technology is mainly influence maximization decision-making, is led by activating part node state
Cause final activation interstitial content maximum；And in the present invention, it is contemplated that the behavior evolution process of user, this welfare put-on method
The evolution of user behavior accounted for into scope, therefore user's bounce-back after welfare delivers activity end can be reduced not using this to exist
The possibility of line social networking service, can finally avoid conventional influence from maximizing decision-making and only activate node state, and neglect
Omit the limitation of behavior evolution process；
(2) present invention uses heuritic approach, and more can rapidly be obtained in mass users needs to deliver welfare
The welfare size that user and needs are delivered is lower than influenceing the time complexity of greedy algorithm of maximization problems.
Brief description of the drawings
Fig. 1 is the behavior game gain matrix schematic diagram of user in the present invention；
Fig. 2 is the network diagram of friends in the present embodiment；
Fig. 3 is flow chart of the invention.
Specific embodiment
Technical solution of the present invention is carried out in conjunction with the accompanying drawings and embodiments below in detail.
Embodiment：
As depicted in figs. 1 and 2, in the present embodiment, the welfare developed based on user behavior in online social networks is precisely thrown
Discharge technique, comprises the following steps：
(1) decision information and assessment information of all users in online social networking service are defined；
(2) the user behavior evolutionary model of online social networking service is built；
(3) time that user social contact network structure and limited welfare number of resources and welfare are delivered is obtained；
(4) calculate and persuade non-online social networking service user using dispensing required for this online social networking service
Welfare resource size；
(5) the potential valency that non-online social networking service user can be generated using this online social networking service is calculated
Value；
(6) potential value of user is ranked up, selects user to carry out welfare dispensing from high to low.
In the present embodiment, comprising the following steps that in above-mentioned steps (1)：
(1.1) decision information of oneself for setting each user is SiIf user i uses this online social networks in mono- week
The number of times of service is less than K times, then mark the user as non-online social networking service user, that is, illustrate that the user have selected
Tactful S2；This online social networking service user is otherwise labeled as, that is, illustrates that the user have selected tactful S1, i.e.,
Wherein, i is positive integer, K ∈ [1 ,+∞)；In the present embodiment, if K=2, table 1 is the behavior at each moment of user
List.
The user of table 1 each moment behavior list
' 1 ' expression row user in table 1 be expert at the moment when in one week this online social networking service of use number of times not
Less than K times, and ' 0 ' then represent row user be expert at the moment when one week in using the number of times of this online social networking service less than K times.
(1.2) the assessment information for setting each user i in moment t is θiT (), i.e. each user i are in moment t to this online society
Network service is handed over to be estimated, it is believed that it is θ that other users use the probability of this online social networking servicei(t), wherein θi(t)∈
(0,1), the assessment information initial set value of user is θ, and 0≤θ≤1.Weekly according to the decision information and use of all users
The behavior evolution model at family is adjusted, in the present embodiment, if θ=0.5.
In the present embodiment, above-mentioned steps (2) comprise the following steps that：
(2.1) the behavior game model of user is built, if this online social networking service cans the income brought to user
For a and other online social networking services can the income brought to user between b, i.e. user if information interchange and connection
System, if both of which uses this online social networking service, i.e., using tactful S1, then both of which obtain income a；If both of which
Using other online social networking services, i.e., using tactful S2, then both obtain income b；Both of which is without income in the case of other；
When condition meets θi(t)>During b/ (a+b), user's selection uses this online social networking service；When condition is unsatisfactory for, Yong Huxuan
Select using other online social networking services；A=8, b=5 are set in the present embodiment.
(2.2) build the assessment information evolutionary model of user, if regulation coefficient in user's evolutionary process for λ and 0≤λ≤
1, each user i are in each weekly assembly because periphery neighbor choice uses the ratio k of this online social networking servicei(S1)/kiAnd it is right
Its assessment information produces adjustment：θi(t+1)=(1- λ) θi(t)+λki(S1)/ki, wherein ki(S1) it is user i peripheries neighbor choice
The number of this online social networking service, kiIt is neighbours' number of user i, θiThe assessment information of user i when () represents moment t t,
In the present embodiment, λ=0.5 is set.
In the present embodiment, above-mentioned steps (3) comprise the following steps that：
(3.1) user in social networks is abstracted into the node of network, it is side that the contact existed between user is then abstract,
If user i in this online social networking service or other online social networking services with user j good friends each other, then it represents that use
There are a line, A={ a between family i network nodes corresponding with user jijFor social networks adjacency matrix, if user i and
User j is friend relation, then aij=1, otherwise aij=0；The friends table of user is as shown in table 2 in the present embodiment, and by
The composition of content of table 2 network as shown in Figure 2.
The friends table of table 2
It is friend relation between ' 1 ' two users of expression in table 2, and ' 0 ' then represents that row user and Lie user are not
Friendly relation.
(3.2) what the limited welfare number of resources c of input, i.e. company can provide freely enjoys the welfares such as member's privilege
Total amount, the cost paid according to required for enjoying the welfare originally carries out quantifying to add up；C=10 is set in the present embodiment.
(3.3) the time T that input welfare is delivered, i.e. company can provide the free moment for enjoying the welfares such as member's privilege,
T=10 is set in the present embodiment.
In the present embodiment, above-mentioned steps (4) comprise the following steps that：
In moment t, to each non-online social networking service user i, calculate and persuade the user online social using this
The welfare resource Δ delivered required for network servicei：
Δi=max { (1/ θi(t)-1)b-a,0}。
In the present embodiment, above-mentioned steps (5) comprise the following steps that：
To each non-online social networking service user i, calculate non-online social networking service user and use this to exist
The potential value value that line social networking service can be generatedi：
In the present embodiment, above-mentioned steps (6) comprise the following steps that：
By the potential value value of each useriIt is ranked up；Selection possesses the user of maximum potential value, if surplus
Remaining welfare resource is not less than the welfare resource Δ for needing to deliveri, selection dispensing welfare resource ΔiTo the user, and by the user's
valueiDeleted from potential value set；If remaining welfare resource is less than the welfare resource for needing to deliver, directly by the user
ValueiDeleted from potential value set；If welfare resource also has remaining and potential value set non-NULL, repeat
State operation；Otherwise terminate the dispensing of welfare, user and each user that output welfare is delivered deliver the size of welfare.In this implementation
Calculated in example and understand that user 9 has highest potential value, it is necessary to the welfare for delivering 7.11 units promotes it to use this online society
Hand over network service；Other users need to deliver more resources can promote it to use this online social networking service always,
Therefore the unit of welfare 7.11 to user 9 is delivered in selection, and welfare is delivered and terminated.
From the experimentation and experimental result of embodiment, the present invention has taken into full account the behavior evolution process of user,
The possibility that user's bounce-back after welfare delivers activity end does not use this online social networking service is substantially reduced, finally can
Avoid the limitation of prior art；It is accurately superior that the present embodiment also show the simple not redundant results of calculating process of the present invention
Property.
Claims (6)
1. the accurate put-on method of welfare for being developed based on user behavior in a kind of online social networks, it is characterised in that：Including with
Lower step：
(1) decision information and assessment information of all users in online social networking service are defined：
(1.1) decision information of oneself for setting each user is SiIf user i uses this online social networking service in mono- week
Number of times be less than K times, then mark the user as non-online social networking service user, that is, illustrate that the user have selected strategy
Sf；This online social networking service user is otherwise labeled as, that is, illustrates that the user have selected tactful Se, i.e.,
Wherein, i is positive integer, K ∈ [1 ,+∞)；
(1.2) the assessment information for setting each user i in moment t is θiT (), i.e. each user i are in moment t to this online social network
Network service is estimated, it is believed that it is θ that other users use the probability of this online social networking servicei(t), wherein θi(t)∈(0,
1), the assessment information initial set value of user is θ, and 0≤θ≤1, weekly the decision information according to all users and user
Behavior evolution model is adjusted；
(2) the user behavior evolutionary model of online social networking service is built；
(3) time that user social contact network structure and limited welfare number of resources and welfare are delivered is obtained；
(4) calculate and persuade non-online social networking service user using the welfare delivered required for this online social networking service
Resource size；
(5) potential value that non-online social networking service user can be generated using this online social networking service is calculated；
(6) potential value of user is ranked up, selects user to carry out welfare dispensing from high to low.
2. the accurate put-on method of welfare for being developed based on user behavior in online social networks according to claim 1, its
It is characterised by：Step (2) comprise the following steps that：
(2.1) build the behavior game model of user, if this online social networking service can the income brought to user for a with
It is if information interchange and contact, such as between b, i.e. user that other online social networking services can the income brought to user
Fruit both of which uses this online social networking service, i.e., using tactful Se, then both of which obtain income a；If both of which is used
Other online social networking services, i.e., using tactful Sf, then both obtain income b；Both of which is without income in the case of other；Work as bar
Part meets θi(t)>During b/ (a+b), user's selection uses this online social networking service；When condition is unsatisfactory for, user's selection makes
With other online social networking services；
(2.2) the assessment information evolutionary model of user is built, if the regulation coefficient in user's evolutionary process is λ and 0≤λ≤1, often
Individual user i is in each weekly assembly because periphery neighbor choice uses the ratio k of this online social networking servicei(S1)/kiAnd it is commented
Estimate information and produce adjustment：θi(t+1)=(1- λ) θi(t)+λki(S1)/ki, wherein ki(S1) exist for user i peripheries neighbor choice sheet
The number of line social networking service, kiIt is neighbours' number of user i, θiThe assessment information of user i when () represents moment t t.
3. the accurate put-on method of welfare for being developed based on user behavior in online social networks according to claim 1, its
It is characterised by：Step (3) comprise the following steps that：
(3.1) user in social networks is abstracted into the node of network, it is side that the contact existed between user is then abstract, if
User i in this online social networking service or other online social networking services with user j good friends each other, then it represents that user i
There are a line, A={ a between network node corresponding with user jijIt is the adjacency matrix of social networks, if user i and user
J is friend relation, then aij=1, otherwise aij=0；
(3.2) the free total amount for enjoying member's privilege welfare that limited welfare number of resources c, i.e. company can provide is input into,
The cost paid according to required for enjoying the welfare originally carries out quantifying to add up；
(3.3) the time T that input welfare is delivered, i.e. company can provide the free moment for enjoying member's privilege welfare.
4. the accurate put-on method of welfare for being developed based on user behavior in online social networks according to claim 1, its
It is characterised by：Step (4) comprise the following steps that：
In moment t, to each non-online social networking service user i, calculate and persuade the user to use this online social networks
The welfare resource Δ delivered required for servicei：
Δi=max { (1/ θi(t)-1)b-a,0}。
5. the accurate put-on method of welfare for being developed based on user behavior in online social networks according to claim 1, its
It is characterised by：Step (5) comprise the following steps that：
To each non-online social networking service user i, calculate non-online social networking service user and use this online society
The potential value value for handing over network service can be generatedi：
6. the accurate put-on method of welfare for being developed based on user behavior in online social networks according to claim 1, its
It is characterised by：Step (6) comprise the following steps that：
By the potential value value of each useriIt is ranked up；Selection possesses the user of maximum potential value, if remaining welfare
Resource is not less than the welfare resource Δ for needing to deliveri, selection dispensing welfare resource ΔiTo the user, and by the value of the useri
Deleted from potential value set；If remaining welfare resource is less than the welfare resource for needing to deliver, directly by the user's
valueiDeleted from potential value set；If welfare resource also has remaining and potential value set non-NULL, repeat above-mentioned
Operation；Otherwise terminate the dispensing of welfare, user and each user that output welfare is delivered deliver the size of welfare.
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| CN106127591A (en) * | 2016-06-22 | 2016-11-16 | 南京邮电大学 | Online social networks Link Recommendation method based on effectiveness |
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| 社交网络媒体平台用户参与激励机制研究;王慧贤;《中国博士学位论文全文数据库 社会科学Ⅱ辑》;20140115(第01（2014）期);H123-5 * |
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