User Behavior Portrait of Express Delivery in China University Campus: with Internet big data

Due to the increasing of campus e-commerce customers, behavior portrait can help service suppliers grasp the market demand better and develop targeted service strategies. Based on the SERVQUAL model, an indicator system was established, and the K-Means algorithm was used for clustering. The survey was administered from March 23 to March 28, 2023, resulting in a total of 1099 responses. It is found that there are four types of campus express users. We can provide targeted services according to the type, such as for type-1 we should improve the storage function, and for type-4 we should provide professional express packaging protection, etc.