2015 年 30 巻 6 号 p. 745-754
In this paper, we propose a new Non-negative Matrix Factorization (NMF) method for consumer behavior pattern extraction. NMF is one of the pattern extraction method and is formulated to factorize a non-negative matrix into the product of two factor matrices. Since various types of datasets are represented by non-negative matrices, NMF could be applied in wide range of research fields including marketing science, natural language processing and brain signal processing. However, more effective extension method is required in a purchase log analysis in marketing operation since marketer needs to extract interpretable patterns from sparse matrix in which most of the elements are zero. Therefore, we propose Non-negative Micro Macro Mixed Matrix Factorization (NM4F) which uses attribution information of both users and items to improve interpretability and capability to deal with sparsity. NM4F is formulated as a method which could simultaneously factorize multiple matrices using shared factor matrices and linear constraint between factor matrices. This formulation enables to increase an amount of available information and to extract consistent patterns with several different aspect. We derive the parameter estimation algorithm by multiplicative update rules. We confirmed the effectiveness of the proposed method in terms of both quality and quantity by using real consumer panel dataset. In addition, we discuss a relation between extracted patterns by the visualization results using graph drawing.