大数据背景下电子商务对消费者行为的影响研究
Research on the Impact of E-Commerce on Consumer Behavior in the Context of Big Data

随着大数据技术的快速发展，电子商务平台成为消费者重要的生活工具，而电子商务平台也影响着消费者的行为、偏好、购买倾向等方面。本研究旨在探究大数据背景下电子商务对消费者行为的影响，从大数据背景下电子商务的特征、消费者行为理论与决策的概念入手，通过相关文献的探索，探究电子商务平台对消费者的购买决策、消费习惯和忠诚度的影响。进一步分析抑制消费者行为的主要因素，探讨电商助力消费存在的问题，进而为电商平台提出提升消费者行为的合理对策和建议，使消费者获得更好的满意度，以期促进电子商务平台的可持续发展。
With the rapid development of big data technology, e-commerce platforms have become important life tools for consumers, and e-commerce platforms also affect consumer behavior, preferences, purchasing tendencies, and other aspects. This study aims to explore the impact of e-commerce on consumer behavior under the background of big data. Starting from the characteristics of e-commerce under the background of big data, consumer behavior theory, and decision-making concepts, through the exploration of relevant literature, this study explores the influence of e-commerce platforms on consumers’ purchasing decisions, consumption habits, and loyalty; further analyzes the main factors that inhibit consumer behavior, explore the problems of e-commerce in promoting consumption, and propose reasonable countermeasures and suggestions for e-commerce platforms to improve consumer behavior, so as to achieve better consumer satisfaction and promote the sustainable development of e-commerce platforms.