关键词: 九型人格, BP神经网络, 消费行为学, 用户人格模型

Abstract: With the development of E-commerce, the study of users consumer behavior and personality is increasingly prevalent, but the personality classification is mainly based on Eysenck Personality theory and Big Five personality. Besides, consumer behavior is not combined with user personality traits when analyzing user consumption behavior. This paper puts forward an enneagram model of users based on BP neural network. Firstly, the model analyzes user consumption dimensions on the users shopping logs by the dimension of the consumer behavior that is extracted from consumer behaviours, then, analyzes enneagram for consumer behavior dimensions, finally, classifies enneagram of user by BP neural network. This paper tests the model and verifies its feasibility with  the users’ shopping logs for six months provided by Tianchi big data.
 

Key words: enneagram, BP neural network, consumer behavior, user personality mode