Predicting the sequential behavior of mobile Internet users based on MSM model

Zhengren Li, Xiaohang Zhang, Yanyu Wang, Xin Su

The behavior of users concerning mobile Internet varies significantly throughout the day. Results from existing studies—which generally simply segment one day into morning, afternoon, and evening—often provide inaccurate predictions of the behavior of users.

Introduction

The sequential behaviors of a user is a potentially important aspect of customer behavior research (Platzer & Reutterer, 2016), especially in mobile Internet context. The procedure for predicting Internet users' behaviors involves the core technique of segmenting the sequential behavior of users effectively according to time (Ye, Stevenson, & Dobson, 2015). Unfortunately, the majority of existing studies on this subject rely on general three-point segmentation (i.e., morning, afternoon, and evening; De Rango, Socievole, & Marano, 2015; Goel & Goldstein, 2013; Keralapura, Nucci, Zhang, & Gao, 2010; Zhang et al., 2016). This segmentation technique is clearly inaccurate as the behavior...

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