Research on multi-role classification task of online mall based on heterogeneous graph neural network

Abstract

With the rapid development of e-commerce, online shopping malls have become an indispensable part of daily life. In order to better meet the needs of consumers, marketplace platforms need to accurately identify and categorize different user personas to provide personalized services and recommendations. In traditional role classification methods, basic information and behavioral data of users are typically used for classification. However, this approach often ignores the complex relationships between users and multiple heterogeneous data such as goods, reviews, social networks, and more. Therefore, we propose a new approach based on heterogeneous graphs to model different types of data in the form of graphs to better capture the connections between users and various elements in the marketplace. In this study, graph embedding technology is used to map nodes in heterogeneous graphs into low-dimensional vector spaces to capture similarities and relationships between nodes. Then, using the vector representation of these nodes, we can apply algorithms such as attention mechanisms for multi-role classification. Specifically, we use algorithms such as support vector machines to train classification models and use heterogeneous graph attention mechanisms to obtain the final feature representation of nodes. Experimental results show that our method shows significant advantages in multi-role classification tasks. Finally, the results of this study are discussed and summarized. We found that the classification model based on heterogeneous graph can effectively classify multiple roles in the online mall to provide personalized services and recommendations for the mall. At the same time, we also find that the construction of heterogeneous maps and the choice of graph embedding technology have important impacts on the classification results, which need further research and optimization. Therefore, multi-role task classification of online shopping malls based on heterogeneous graph neural networks is of great significance for improving the user experience and recommendation effect of online shopping malls, and also provides new ideas and methods for research in related fields.