Clustering and Analysis of Rural E-commerce Live Broadcast Mode Based on Data Orientation

Abstract The rapid development of network technology has revolutionized information dissemination and made it possible for various new communication channels to gradually seep into people’s daily lives. The primary task within the context of new media is the creation of agricultural products live e-commerce. This study first analyses and categorizes the preferences of product purchasers using a collaborative filtering process in order to achieve this. It then suggests a clustering algorithm based on ROCK that improves the link rather than the previously used distance as a criterion for cluster split and can successfully address the problem of data scarcity based on collaborative suggestion. The difficulties of live e-commerce entrepreneurship and the need of fostering new farmers’ live e-commerce entrepreneurship skills are also discussed in this essay. The case study illustrates that the research’s strategy can successfully examine the path towards developing new farmers’ live e-commerce skills.