摘    要随着互联网发展，网络购物市场规模呈稳定增长态势，据报告指出，选择CPS折扣返利类平台用户占44。2%，且用户活跃度高，具有较大市场规模。

本文从基于CPS模式下用户的视角出发，首先说明本文选题背景，然后阐述研究的目的和意义、主要内容、思路和流程。结合国内外已有的文献，对现有资料进行梳理。通过自身经验对CPS的发展历程进行说明，并结合相关学科知识，对用户行为进行实证分析。89785

在实证分析研究中，截取部分样本数据，首先对其基本的人口属性进行描述性统计，得到目前CPS导购新用户会以男性、18~30岁、二三线城市为主要群体，运用卡方检验得到了性别会对终端选择存在差异、对返利导购类产品的选择无差异。通过Aprioir算法研究用户对B2C平台访问的关联性，得到旅游类B2C平台与生活类B2C存在较强的关联性，且较高的可信度较高。

通过对用户行为的分析，对于CPS导购产品而言可以知道新用户的用户画像，用户最有可能的兴趣点，帮助平台进行更高效的个性化推荐，提高用户体验，最终可以使其提高针对新用户的运营效率。

毕业论文关键词：用户行为分析； 效果营销； 数据分析；返利网

With the development of the Internet, the scale of online shopping trends to be in maturity。 According to the research, users shopping online through CPS rebate platform accounted for 44。2% in the larger scale of market, which the rate of active users is high。 源Q于W优E尔A论S文R网wwW.yOueRw.com 原文+QQ75201,8766

This paper starts with the users based from the CPS model。 At first, this paper describes the background of the topic, the purpose and significance , the main content, ideas and processes。 Then combing the existing literature at home and abroad to arrange the existing research。 

At the stage of data analysis, through descriptive statistics on the basic demographic attributes, we get the results that current new CPS users like  male, 18~30 years old, the two or three line of the city as the main groups。 By using the chi square test, we have the conclusion that difference between gender 

can cause difference in terminal selection ant both male and female trend to select the same rebate products。 Aprioir is researched to study the relevance of user access to the B2C platform, and it is found that there is a strong connection between the tourism B2C platform and the life B2C, which have high confidence。

Through the analysis of user behavior, CPS products can know the user portrait of new users, what interests user may be like to help the platform for more efficient personalized recommendation, improve the user experience, finally to improve their operational efficiency for new users。

Keyword: User Behavior Analysis； Cost Per Sale； Data Analysis；51Fanli

目    录

1 绪论 5

1。1 研究背景 5

1。2 研究目的和意义 5

1。2。1 研究目的 5

1。2。2 研究意义 5

1。3研究的主要内容 6

1。4 研究的思路 6

2  文献综述 7

2。1 关于网络用户行为分析的相关研究 7

2。2 关于CPS联盟广告模式的相关研究 8

2。3 关于CPS模式影响用户的相关研究 8

2。4 小结