arXiv:2508.05649cs.IRcs.LG2025-08中稿 · SIGIR eCom'25被引 1

用AI捕捉用户搜索中的中间意图,提升电商推荐效果

AI Guided Accelerator For Search Experience

  • 挖掘用户搜索轨迹中的过渡性查询,建模真实购物路径
  • 结合大模型生成多样化且意图一致的改写查询,转化率提升明显
  • 适合做电商搜索优化与个性化推荐的工程师和产品经理

在电商场景中,有效的查询改写对于弥合用户探索式搜索行为与最终找到相关商品之间的差距至关重要。传统方法将查询改写视为孤立对,难以捕捉真实用户行为中的序列性和动态变化。本文提出一种新框架,显式建模过渡性查询——即用户从初始搜索到最终购买意图过程中产生的中间改写。通过分析eBay大规模用户交互日志,我们重构了反映意图演变但保持语义连贯性的查询序列,从而构建用户购物漏斗。同时,引入生成式大语言模型(LLMs)生成语义多样且意图保留的替代查询,扩展了协同过滤的局限。这些改写可用于填充“相关搜索”或驱动意图聚类的轮播组件,增强发现与参与度。贡献包括:(i) 首次形式化识别并建模过渡性查询;(ii) 提出结构化查询序列挖掘流程以理解意图流动;(iii) 应用LLMs实现可扩展、意图感知的查询扩增。实证评估显示,在转换率与参与度上均优于现有相关搜索模块,在真实电商环境中验证了有效性。

原文摘要 · Abstract (English)

Effective query reformulation is pivotal in narrowing the gap between a user's exploratory search behavior and the identification of relevant products in e-commerce environments. While traditional approaches predominantly model query rewrites as isolated pairs, they often fail to capture the sequential and transitional dynamics inherent in real-world user behavior. In this work, we propose a novel framework that explicitly models transitional queries--intermediate reformulations occurring during the user's journey toward their final purchase intent. By mining structured query trajectories from eBay's large-scale user interaction logs, we reconstruct query sequences that reflect shifts in intent while preserving semantic coherence. This approach allows us to model a user's shopping funnel, where mid-journey transitions reflect exploratory behavior and intent refinement. Furthermore, we incorporate generative Large Language Models (LLMs) to produce semantically diverse and intent-preserving alternative queries, extending beyond what can be derived through collaborative filtering alone. These reformulations can be leveraged to populate Related Searches or to power intent-clustered carousels on the search results page, enhancing both discovery and engagement. Our contributions include (i) the formal identification and modeling of transitional queries, (ii) the introduction of a structured query sequence mining pipeline for intent flow understanding, and (iii) the application of LLMs for scalable, intent-aware query expansion. Empirical evaluation demonstrates measurable gains in conversion and engagement metrics compared to the existing Related Searches module, validating the effectiveness of our approach in real-world e-commerce settings.

搜索推荐大模型应用电商优化

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