摘要： 提出一种在电子商务环境中Web 使用挖掘模型，该模型同时考虑了用户浏览路径模式挖掘和关联规则挖掘两种情况，克服了单纯考虑一种情况所带来的缺点。实验结果表明，该模型能正确捕获用户的浏览和购买行为，从而为Web 站点经营者制定更有效的市场营销策略提供依据，使其及时改进决策，获得更大的竞争优势。

关键词: Web 使用挖掘；电子商务；浏览路径；关联规则

Abstract: A kind of model for Web usage mining in electronic commerce environment is proposed. The model takes user traversal path pattern mining and associational rules mining into consideration at the same time, it overcomes drawbacks caused by purely taking one case into consideration. The experiment results show that the model can correctly capture user’s traversing and purchasing behaviors. Consequently, it can provide the basis with the administrator on the Web site making more efficient marketing strategy, which can make it improve the strategy in time and obtain more competition advantanges

Key words: Web usage mining; E-commerce; Traversal path; Association rule