Big Data Analysis and Research of Guangdong Youth's Marriage Views Using K-means Clustering and SEM Model

Starting from the temporary intimate activities or services represented by the popular “lovers for a day” recently, this paper explored the value on love and marriage of the youth group in the course of social individualization to mine the love and marriage features of the youth group in the second modernity. This thesis further excavated the individualized characteristics and love and marriage dimensions of the youth group using the K-means clustering analysis, the synthetic evaluation model, the SEM model and other methods. Research found that “lovers for a day” were the modern individualization trend and the products of the compromise of the traditional view of marriage and love at home. The “fast-food” culture prevails for the moment. With a small social circle, a fairly large number of youth attempt to make acquaintance with more opposite sex through temporary intimate services and activities. Moreover, youth have a certain cognitive bias towards themselves and the opposite sex on account of the diversity of information and convenience of information acquisition. Finally, youth who recognize love and marriage and pursue a higher value of life are more likely to tolerate sexual love and get married. This paper believed that we should play the role of communities and public opinions to create a pleasant social atmosphere for the right-age youth group; besides, we should mould a fine family tradition; finally, youth individuals should also improve their self-cultivation and correct their attitude towards love.