User Intent Behaviour and Perceived Satisfaction in Product Search

WSDM2018 論文読み会

Transcript

1. User Intent, Behavior, and Perceived Satisfaction in Product Search Takafumi Watanabe(@ohnabe) WSDM 2018࿦จಡΈձˏΫοΫύου 2018/04/14
2. ࣗݾ঺հ • ໊લɿ౉ᬒ޹จɹ@ohnabe • ॴଐɿIdein Inc • ࢓ࣄɿػցֶशͷΤϯδχΞͱͯ͠ɺ৭ΜͳϞσ ϧΛ࡞ͬͨΓͯ͠ɺࠓ͸ը૾ೝࣝͷϞσϧΛϝΠ ϯͰ࡞͍ͬͯΔͷͰɺD◦◦p Learning ͱ͓෇͖ ߹͍͍ͯ͠·͢ɻ
3. ຊ࿦จͷ֓ཁ • Ϣʔβ͕ΦϯϥΠϯγϣοϐϯάΛ͢ΔࡍʹͲ ͏͍͏ҙਤΛ͍࣋ͬͯΔ͔Λఆٛ • ͦͷҙਤ͕γϣοϐϯάதͷϢʔβͷߦಈʹͲ ͷΑ͏ͳҧ͍ͱͯ͠ݱΕΔ͔Λߟ࡯ • ϢʔβͷߦಈΛجʹγϣοϐϯάதͷຬ଍౓Λ ਪఆ͢ΔϞσϧΛߏங͠ɺ࣮ݧʹΑΓϞσϧͷ ධՁΛ࣮ࢪ͠ɺ༗ޮੑΛ֬ೝ
4. ݕࡧߦಈͷ෼ྨ • Motivation • ߪೖͷҙࢥ͕ଘࡏʢނো඼ͷަ׵΍ϓϨθϯτʣ • ߪೖͷҙࢥ͕ͳ͍ʢͻ·ͭͿ͠ʹγϣοϐϯάαΠτΛճ༡ʣ • Target Specify • Known product category • Known product name/type • Known product brand • Undetermined • Search Strategy • Specific Keyword • EvaluateʢInspect a product’s specification, price, etcʣ • Compare • Browse(season sales, news arrivals, etc) • Direct Purchase(directly buy a target item) •
5. ɹݕࡧҙਤͷ෼ྨ • ϢʔβͷݕࡧҙਤΛ̏ͭʹ෼ྨ • Target Finding (TF) • ԿΛߪೖ͔͸ܾ·͍ͬͯͯμΠϨΫτʹཉ͍͠঎඼Λݕࡧ • ঎඼Λ࣮ࡍʹௐ΂ͯظ଴͍ͯ͠Δ঎඼͔Ͳ͏͔ΛνΣοΫ • ر๬௨Γͷ঎඼ͳΒߪೖ • Decision Marketing (DM) • ཉ͍͠঎඼ͷδϟϯϧ͸ܾ·͍ͬͯΔ͕ԿΛߪೖ͢Δ͔͸ະܾఆ • ෳ਺ͷ঎඼Λൺֱͯ͠ͲΕΛߪೖ͢Δ͔Λܾఆ • Exploration(EP) • ԿΛߪೖ͢Δ͔͸ܾ·͍ͬͯͳ͍ɺߪೖҙࢥ͕ͳ͍৔߹΋ଘࡏ • ଴ͪ࣌ؒʹηʔϧ঎඼ͳͲΛݕࡧ • ஀ੜ೔ϓϨθϯτΛݕࡧ • Ϣʔβ΁ͷΞϯέʔτͷ݁Ռɺ97.6%(288/295) ͷϢʔβ্͕هͷ3ͭͷ෼ྨʹ͍ͣΕ͔ʹ෼ྨ͞ΕΔ͜ͱΛ ֬ೝ
6. ݕࡧͷҙਤ͕Ͳ͏ߦಈʹ൓ө ͞ΕΔ͔ • γϣοϐϯάαΠτͷݕࡧϩάΛجʹߟ࡯ • ओʹݕࡧ݁Ռͷϖʔδ( Search Result Page)ɺ঎඼ͷϖʔδͰͷ Event log Λར༻ • Query string • Page number • Result list (set of product ids) • Clicked product ids • Add to cart event • Buy event
7. ηογϣϯϨϕϧͰͷ෼ੳ • ηϯγϣϯ͋ͨΓͷΫΤϦ਺ • EP ͕ TF, DM ʹൺ΂ͯଟ͍ • DM ͕ TF ʹൺ΂ͯᷮʹଟ͍͕େ͖ͳࠩ͸ͳ͍ • ݕࡧͷਂ͞ʢݕࡧ݁Ռͷϖʔδ਺ʣ • DM(4.88), EP(5.11) ͕ TF(2.91) ʹൺ΂ͯਂ͍ • Add to Cart, Buy Events • Buy Events ͸ TF, DM ͕ EP ʹൺ΂ͯଟ͍ • Add to Cart Event ͸ EP, DM, TF ͷॱʹߴ͍(ଈߪೖ͍ͨ͠ҙࢥͱ൓ൺྫ)
8. EventϨϕϧͰͷ෼ੳ • Click Event ͷճ਺ • TF ͕࠷΋গͳ͘ɺηογϣϯ͋ͨΓͷ Click ͸ EP ͕࠷΋ଟ͘ɺΫΤϦ͋ͨΓͷ Click ͸ DM ͕࠷΋ଟ͍ • ৄࡉͳ৘ใΛ஌Γ͍ͨҙਤ͕͋Δ͔Ͳ͏͔ʹؔ܎ • Click Event ͕ൃੜ͢ΔҐஔͷൺֱ • TF ্͕ҐͷҐஔͰͷ CTR ͕ߴ͍ •
9. Query String Ͱͷ෼ੳ • Query ͷ௕͞͸ɺTF ͕࠷΋௕͍ • TF ͸ɺϒϥϯυ໊΍ϓϩμΫτͷಛ௃ͳͲΛμΠϨΫτʹΫΤϦʹؚΊΔ܏޲ ͕ߴ͍ • ࠷ॳͷΫΤϦ͕࠷΋୹͍ • ηογϣϯதͷQuery ؒͷྨࣅੑ • Jaccard index Ͱൺֱ • EP ͕࠷΋ Query ͷྨࣅੑ͕௿͘ɺTF ͕࠷΋ߴ͍ • ෯޿͘ݕࡧ͢Δ΄Ͳ௿͘ͳΔ
10. User Behaviour, Search Intent and Satisfaction • ࣮ݧσʔλͷऩू • Experimental Procedure • 6TF, 6DM λεΫΛ༩͑ɺQuery ͳͲ ΋ఏࣔ • ຬ଍ͷ঎඼͕ݟ͔ͭΒͳ͍৔߹͸ඃݧ ऀ͕ Query Λมߋ • ݕࡧͷ݁Ռ࠷΋໨తʹ߹ͬͨ঎඼Λબ ͼɺݕࡧͷຬ଍౓Λ 5 ஈ֊ධՁ • ͦͷޙ 10 ෼ؒϑϦʔͷݕࡧΛ࣮ࢪ(EP) ͠ɺຬ଍౓Λ 5 ஈ֊ධՁ • Participants • େֶؔ܎ऀͷஉঁ֤ 10 ਓ
11. ຬ଍౓ͱߪങߦಈͷؔ܎ • ຬ଍౓͕ߴ͍΄Ͳߪങߦಈ͕ݟΒΕΔ • ΧʔτʹೖΕͯߪೖ͢ΔϢʔβͷํ͕Χʔτʹ ೖΕͣʹߪೖ͢ΔΑΓएׯຬ଍౓͕ߴ͍ • ޙͷߪೖҙࢥ΋͋Γຬ଍౓͕ߴ͘ͳ͍ͬͯ ΔͷͰ͸ͳ͍͔ • ຬ଍౓͕௿͍৔߹Ͱ΋ߪೖ͢Δέʔε͕ଘࡏ • ର৅ͷ঎඼ʹͨͲΓண͘·Ͱʹۤ࿑͕͋ͬ ͨՄೳੑ • ߪೖ͸͠ͳͯ͘΋ຬ଍౓͕ߴ͍Ϣʔβ΋ଘࡏ • ߪങߦಈͷΈͰ͸Ϣʔβͷຬ଍౓Λਖ਼͘͠ ೺ѲͰ͖ͳ͍Մೳੑ
12. ຬ଍౓ͱݕࡧૢ࡞ͷؔ܎ • Query Level Statics • ຬ଍౓͕ߴ͍΄Ͳ࣍ͷ Query Λ౤͛Δ· Ͱͷ͕࣌ؒ௕͍ • ຬ଍౓͕ 5 ͷϢʔβ͸3,4 ͷϢʔβʹൺ΂ Δͱਂ͍ݕࡧΛߦΘͳ͍܏޲ʹ͋Δ • ໨తͷ΋ͷ͕͙͢ʹݟ͔ͭΔ • Event Level Statics • ຬ଍౓͕ߴ͍΄ͲΫϦοΫ਺͕ଟ͍ • ຬ଍౓͕ߴ͍΄ͲΫϦοΫͨ͠঎඼ͷϖʔ ʹ଺ཹ͢Δ͕࣌ؒ௕͍ • ɹTF, DM ͸ΑΓͦͷ܏޲͕ڧ͍
13. ຬ଍౓ͷ༧ଌϞσϧ • Feature • Query Level Feature: • ΫΤϦͷִؒ, • ৄࡉݕࡧͷਂ͞ • Click Feature: • ΫϦοΫճ਺ • ΫϦοΫҐஔ(avg, max, min) • landing page Ͱͷ଺ࡏ࣌ؒ(avg, sum) • ଺ࡏ࣌ؒͱΫϦοΫ਺ͷΫϩε(Number of clicks with dwell time of 0-5/5-10/10-15/15-30/30-60 seconds) • Feature Λجʹɺclassifier Λ࡞Γ classifier ͷੑೳɺಛ௃ྔͷॏཁ౓ɺҙਤ(TF, DM, EP)ຖͷϞ σϧͷੑೳൺֱΛ࣮ࢪ
14. Prediction Results • Classifier ͷੑೳൺֱ • ϢʔβຖʹαϯϓϦϯάΛ͠ɺΫϩεόϦσʔγϣϯͰධՁ • GBDT ͷ݁Ռ͕࠷΋Α͍ • ಛ௃ྔͷॏཁ౓ • GBDT ͷ Importance ͕ࢦඪ • ΫΤϦִ͕ؒҙਤʹΑΒͣ࠷΋ॏཁ౓͕ߴ͍ • ଺ࡏ࣌ؒͷ߹ܭ΋ҙਤʹΑΒͣॏཁ౓͕ߴ͍ • ΫϦοΫΠϕϯτʹؔ͢Δಛ௃ྔ͸ॏཁ౓͕௿͍ • ҙਤຖͷϞσϧੑೳͷൺֱ • TF,DM ͸ EP ΑΓਫ਼౓͕ߴ͍ • EP ͸໌֬ͳߪങҙࢥ͕ͳ͍Ϣʔβ΋͍ΔͷͰɺͦͷΑ͏ͳϢʔβ ͷಛ௃ΛัΒ͑ΒΕ͍ͯͳ͍෦෼͕͋Γࠓޙͷ՝୊
15. ·ͱΊ • ΦϯϥΠϯγϣοϐϯάʹ͓͚ΔϢʔβͷݕࡧҙਤΛఆٛ • TF ͸໌֬ͳҙਤΛ࣋ͬͯݕࡧΛߦ͍ɺߪങ·Ͱͷߦಈ͕গͳ͍܏޲͕ߴ͍ • DM ͸ෳ਺ͷ঎඼Λൺֱ͢ΔͨΊɺ୹͍ΫΤϦͰͷݕࡧΛߦ͍ɺ঎඼ͷৄࡉϖʔδΛݟΔ܏޲͕ߴ͍ • EP ͸ෳ਺ͷΫΤϦΛ౤͛ͯ৭Μͳ঎඼ΛӾཡ͢Δ͕ৄࡉϖʔδ͸͋·Γݟͳ͍܏޲͕ߴ͍ • ࣮ݧʹΑΓϢʔβͷຬ଍౓ͷ༧ଌϞσϧΛ࡞੒ɺධՁ • TF, DM ͷਫ਼౓͕ಛʹߴ͍ • ຬ଍౓ͷܭଌΛϢʔβ͔ΒͷϑΟʔυόοΫͷΈͰܭଌ͓ͯ͠Γɺଞͷܭଌํ๏͕ඞཁͳ Մೳੑ͕͋Δ • ϢʔβʹΑͬͯຬ଍ɺෆຬ଍ͷײ͡ํ͕ҧ͏ • ͦ΋ͦ΋ຬ଍ɺෆຬ଍Λ͸͖ͬΓ͍֮ࣗͯ͠ͳ͍৔߹΋͋ΔͷͰ͸ͳ͍͔