JERAJournal of Electronic Research and Application2208-35022208-3510Bio-Byword Scientific Publishing Pty. Ltd.10.26689/jera.v9i3.10598ArticleApplication of Big Data Technology in User Behavior Analysis of E-commerce Platformshttps://artdesignp.com/journal/JERA/9/3/10.26689/jera.v9i3.10598JiaYanzhao2025932025-05-29With the rapid development of the Internet and e-commerce, e-commerce platforms have accumulated huge amounts of user behavior data. The emergence of big data technology provides a powerful means for in-depth analysis of these data and insight into user behavior patterns and preferences. This paper elaborates on the application of big data technology in the analysis of user behavior on e-commerce platforms, including the technical methods of data collection, storage, processing and analysis, as well as the specific applications in the construction of user profiles, precision marketing, personalized recommendation, user retention and churn analysis, etc., and discusses the challenges and countermeasures faced in the application. Through the study of actual cases, it demonstrates the remarkable effectiveness of big data technology in enhancing the competitiveness of e-commerce platforms and user experience.

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