Behavior2Value: Benchmarking and Empowering LLMs for Consumer Value Measurement from E-commerce Behaviors

Abstract:Human values are deep motivational orientations that shape human behaviors. In e-commerce, they reveal the stable drivers behind users' purchase decisions. Compared with short-term interests, consumer values better explain how users evaluate products before purchase. However, consumer values are often implicit in complex and fragmented behavioral trajectories, leaving value measurement from e-commerce behaviors largely underexplored. To this end, we propose the Behavior-to-Value (B2V) task, which aims to identify consumer values from e-commerce behavioral trajectories. Centered on this task, we first construct the E-commerce Consumption Value Taxonomy (ECVT) and introduce B2V-Bench, the first B2V dataset and benchmark, based on anonymized Taobao behavioral logs. B2V-Bench consists of real-world purchase decision episodes, covering 25 types of purchase behaviors, along with corresponding consumer value orientations manifested in each episode. To improve consumer value measurement accuracy, we further present B2V-Verifier, a behavior-to-value measurement model based on Value Verification Tuning, which learns to assess whether behaviors provide sufficient evidence for each value inference. Experiments show that B2V-Verifier outperforms strong LLM baselines, improving multi-label classification by 34\%. The dataset and code will be publicly released upon acceptance.

Computation and Language (cs.CL); Machine Learning (cs.LG)

arXiv:2609.18203 [cs.CL]

(or arXiv:2609.18203v1 [cs.CL] for this version)

https://doi.org/10.48550/arXiv.2609.18203 Focus to learn more arXiv-issued DOI via DataCite (pending registration)

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