Example user behavior prediction methods and apparatus are described. One example method includes obtaining a first contribution value of each piece of characteristic data for a specified behavior after obtaining behavior prediction information including a plurality of pieces of characteristic data. Every N pieces of characteristic data in the plurality of pieces of characteristic data may be processed by using one corresponding characteristic interaction model, to obtain a second contribution value of the every N pieces of characteristic data for the specified behavior. Finally, an execution probability of executing the specified behavior by a user may be determined based on the obtained first contribution value and the obtained second contribution value, to predict a user behavior. In the example method, interaction impact of the plurality of pieces of characteristic data on the specified behavior is considered during behavior prediction.