E-commerce consumer behavior analysis based on big data

2.1 E-commerce development scale

In recent years, China’s e-commerce has made rapid development, which has greatly changed the consumption pattern of Chinese consumers at the retail end. Especially affected by the new crown epidemic, more and more users choose online shopping. Against this background, the scale of e-commerce transactions in China has continued to expand, ranking first in the global online retail market. According to the data released by the National Bureau of Statistics of China, the scale of e-commerce transactions in China will grow at a compound annual growth rate of 8.9% in the six years from 2016 to 2022.

It can be seen from Table 1 that from 2016 to 2021, China’s e-commerce development scale has maintained a very strong momentum of development.

Under information technology conditions, the development of consumer behavior is accompanied by the development of big data technology to promote consumption more and more active consumption promotion, making the consumer platform more prosperous. Under new technical conditions, consumers are no longer a single purchase and consumption, but rely on their personal needs to rely on the sales of big data technology platforms to make consumers recommend consumer products and personalized needs to meet the needs of personalized needs. After a multi-angle comparison, a more accurate consumption tendency is obtained to provide an important foundation for the occurrence of final consumption behavior. Under the promotion of a new consumer platform, it can more effectively promote the expansion of the consumer platform. Through the introduction of the consumer products, the evaluation of the product user experience can better promote consumption and prevent problems such as waste of consumption waste occur. In the development of e-commerce platforms, relying on information technology conditions, a comprehensive introduction to the product, including the comprehensive introduction of the product appearance, function, use effect, and after-sales service, allowing consumers to find products that meet personal needs. In the case of comprehensive comparison and comprehensive comparison of different products, effectively compare different models of different products, and find consumer behavior that suits them. And transmission allows the new consumer behavior to maximize the satisfaction. At the same time, customers’ evaluation of the product can further stimulate more consumers and the choice and expansion of consumer behavior.

2.3 E-commerce platform’s promotion role in product brands

During the development of the e-commerce platform, relying on the promotion of product brands under the offline physical platform, the new product experience can be upgraded to be more optimized. Under the vigorous promotion of product brands, based on the true evaluation of quality and word of mouth, let consumers truly feel the true value of consumer products, further shorten the distance between consumers and manufacturers, and allow the consumption of the intermediate links of the product. The cost and cost are saved, so that consumers can spend closer to the true value of the product, and make the value of consumer behavior and products closer. While consumers meet their personalized needs, merchants provide different models and standards of products, which can allow consumers to fully understand the true quality of the product, and comply with the quality, performance and price of the product to meet personal psychological needs. At the same time, interactive comparisons on different consumer platforms, in order to choose more suitable logistics behaviors, make new development models and trading behaviors develop, so that consumers’ consumption psychology can be satisfied.

3.1 Big data theory of online shopping platform

Under the theoretical basis of the development of big data technology, through comprehensive analysis of big data platforms, the comprehensive situation of consumer behavior can be more accurately analyzed in the development process of big data platforms. After research on the new consumer online shopping behavior, we can more accurately establish an independent analysis model and evaluation angle, and conduct comprehensive inquiry future consumption development trend. Through comprehensive surveys of the e-commerce platform, we can more effective the innovation of product and the improvement of product trading platforms, put forward more accurate measures and directions, establish a more complete e-commerce trading platform, and at the same time on the actual sales of the electronic sales platform performance, comprehensive investigations, establishing consumer behavior under different factors, more comprehensive investigations on the marketing status of electronic sales platforms, comprehensive investigations, and comprehensive analysis of the reasons that affect consumers’ purchase of goods. At this stage, consumers, especially e-commerce consumers, have very complex factors that affect their purchase behavior. Age, gender, occupation, income, education, nationality, religion and other factors can have different effects, and even these factors have different effects in different periods. It must be emphasized that, with the development of social economy and the increase of residents’ income, the level of goods consumers can buy has gradually shifted from meeting the needs of life to improving the quality of life. In Table 2, the annual income of Chinese residents in 2021 is investigated [10].

According to contemporary consumption theory, residents’ current income, past income, future income and social income will have an important impact on their consumption. According to Table 2, the annual income of Chinese residents is about 50% between 10000 and 20000. Residents with low and high incomes are in the minority. It can be seen that the average annual income of residents in China between 10,000 and 20,000. This shows that China’s per capita annual income has increased significantly. This also corresponds to the development of e-commerce.

In terms of factors that affect consumer behavior, comprehensive analysis and research through comprehensive factors and different influence factors in different aspects of influencing factors have found that it is the most influential factors that affect consumers on the electronic network trading platform and the influencing factors of consumption. It is important to pay attention to the security of capital transactions. On the other hand, the quality of the product and the requirements of the logistics also have a high degree of attention. Therefore, in the process of improving and formulating a more reasonable e-commerce platform, it is necessary to build it in a more secure protection environment and improve supporting construction vigorously. Ensure that consumers’ funds can be safer during the entire trading process, logistics levels and product quality meet customer needs. By constructing accurate evaluation and analysis methods, the consumer behavior can be maximized, so that consumers not only meet the needs of personal consumption during the e-commerce platform, but also ensure that in the consumption process, various types of consumer behaviors will be achieved in the consumption process.

3.3 Establish a consumer attribute analysis model

Based on the above-mentioned influence of consumer influencing factors on e-commerce platforms, the analysis of consumer consumption is analyzed, and the consumer attribute analysis model is used to conduct comprehensive analysis and research on various factors that affect consumer factors. All kinds of influencing factors affecting consumer behavior are comprehensively evaluated, and at the same time build a more complete evaluation system, adopt targeted measures to improve the transaction behavior of e-commerce platforms, promote the safer consumption of consumers, and consumers can be satisfied. At the same time, it provides a certain reference significance for promoting e-commerce platforms, improving the level of operation management, and meeting consumer needs, and the establishment of the attribute assessment model is as follows [11, 12].

∂ 1 2 = ∑ i = 1 2 ∑ j = 1 2 ( n i ⁢ j - n ⁢ p i ⁢ j ) / n ⁢ p i ⁢ j = ( n 11 - n 11 ) / ( n 11 + n 11 )(1) ∂ 2 2 = ∑ i = 1 2 ∑ j = 1 2 ( n i ⁢ j - n ⁢ p i ⁢ j ) / n ⁢ p i ⁢ j = ( n 22 - n 21 ) / ( n 22 + n 21 )(2) ∂ 3 2 = ∑ i = 1 2 ∑ j = 1 2 ( n i ⁢ j - n ⁢ p i ⁢ j ) / n ⁢ p i ⁢ j = ( n 32 - n 31 ) / ( n 32 + n 31 )(3)

The proportion of the attribute coefficient after calculation is as follows:

∂ ⁡ ( r - m - 1 ) = ∂ 0.05 2 ⁡ ( 1 ) = 0.05(4)

In the formula, n represents the overall attitude of consumers towards brands; P represents the strength of consumers’ belief in the i-th attribute of the brand; M represents the degree of consumer preference for attribute i; ∂ represents the number of attributes a brand has. Through the calculation of the formula, we can better subdivide the market, thus the method of market segmentation is based on consumers’ preference for products. Under the same conditions, businesses should target markets where consumers have a high degree of preference, because consumers always pay more attention to their favorite products. Even if other market segmentation methods are adopted, such as taking geographical location as the standard, efforts should be made to detect the relative preference of each market segment for products. The greater the segment’s preference for products, the greater the likelihood of success. In the process of the construction model of the above evaluation model, we comprehensively evaluated the factors that affect the operation and management level of the e-commerce platform, and comprehensively compared the profit and loss data that affect the profit and loss of the e-commerce platform. Business platforms, the impact of the quality of online business products and the level of operation management, conduct comprehensive judgment to provide consumers with a clearer consumption method. At the same time, in terms of the safety protection of the consumer platform, it is necessary to rely on a more complete protective network, relying on the laws and regulations of the state and government departments to continuously improve, promote the legal security environment, and build a more secure and open e-commerce trading platform [13, 14].

Enhance the level of e-commerce platform transactions from the following aspects.

Focus on enhancing the value of the product itself. In the process of investigating the influencing factors of consumer behavior, we should pay full attention to the value of the product itself and the security level of the platform. On the basis of constantly improving its own hardware construction, the popularity of the platform has been steadily improved through the promotion of various advertisements.

Strengthen the research on consumer psychology. In the process of continuously promoting and expanding the e-commerce trading platform and the quality of transactions, it is necessary to conduct a comprehensive survey of consumer psychology, and conduct a comprehensive study of different consumer psychology, so that in the whole research process, full attention and attention are paid to consumers. In the process of implementing consumption, the comprehensive situation of different commodities, different trading behaviors, and different trading environments is mastered to achieve a comprehensive understanding of consumer psychology.

Meet the personalized needs of consumers. At the same time, for the personalized needs of consumers, it is necessary to meet them in a targeted manner, with more perfect and more thoughtful services to meet the various technical inputs in the whole transaction process. At the same time, we should pay attention to the publicity and reporting of the authenticity of products of different brands and different manufacturers. The publicity and advertising of products should be based on the true level of products, so as to promote the equivalence of value and commodity price in the transaction process. In the process of promoting the virtuous cycle of consumption into real value, we should pay attention to the investigation and evaluation of consumer consumption services. Through the evaluation of consumers’ consumption level, we can evaluate the real service quality standards of different merchants on the business platform to meet the promotion of goods [15, 16]. In the process of actual research and influence, we must fully pay attention to consumers, the real evaluation level of different stores, and serve as an important indicator of evaluation and recommendation, so that the level of operation and management of different manufacturers has been steadily improved on the e-commerce platform. It has developed steadily in a virtuous cycle environment. Table 3 Investigates the proportion of reasons affecting consumer e-commerce platforms.

It can be seen from Table 3 that the primary reference for Chinese online consumers to choose goods in their purchasing behavior at this stage is mainly focused on the “cost performance ratio of goods” and “genuine goods”, indicating that the quality of products is still the most important factor.

4.1 Study on the factors inside and outside the e-commerce platform

In the context of big data technology, comprehensive analysis must be performed for different factors for the development of e-commerce platforms. For internal factors and external factors, we must conduct a comprehensive dialectical view. We must conduct a wide range of investigations on the consumer model of the e-commerce platform and consumer purchase and purchase behavior. Levels to make the most comprehensive judgment of different sales stores to meet consumer psychology and consumer needs. In the process of judging the internal factors of consumers, consumers must be fully improved, and their rights and obligations in the comprehensive consumption process on the e-commerce platform should be achieved to achieve effective monitoring of the consumption process with more comprehensive consumer service behavior. This new type of shopping allows consumers to conduct e-commerce transactions on a more complete, secure and convenient online trading platform to satisfy the consumer psychology. At the same time, comprehensively evaluate the external factors that affect the improvement of the e-commerce platform. The state and e-commerce departments must carry out policies and regulations and systems to build more secure legal guarantees. To ensure that the development of the entire e-commerce platform industry has entered a virtuous circle to effectively improve the guarantee of consumer security and privacy information. Throughout the consumption link, pay attention to the prediction of consumer risks and the assessment of the popularity of the product. At the same time, the recommended products must ensure its true value and real product quality. Figure 1 survey the evaluation elements of e-commerce platform transaction, as the result is as follows.

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It can be seen from Fig. 1 that at this stage, China’s online consumers mainly focus on after-sales service and commodity quality in the evaluation of purchase behavior.

Under the rapid development of big data technology, e-commerce platforms should rely on the vast data resources provided by big data technology to conduct comprehensive analysis. Through comprehensive analysis of different users of different users, targeted promotion and recommendation are suitable for different consumption. The person’s personalized commodity needs meet the consumer psychology of consumers. At the same time, in the process of using big data technology to carry out product collection, induction, and user service quality assessment process, we must build a more comprehensive evaluation index system. Through comprehensive analysis of different factors and humanized evaluation and judgment, the real quality of the product can be displayed. In front of consumers. At the same time, we must pay attention to the assessment of consumer behavior and the review and research of the quality of consumer services. In the process of comprehensive evaluation, whether the security guarantee provided by the e-commerce platform provides in place, and whether the quality of the commodity provided by the merchant meets its true transaction value. In the process of integrating the development of various e-commerce platforms, we must continuously innovate and provide more complete management platforms and management measures, so that the transactions of the entire e-commerce platform can be more secure, more convenient and more complete [17, 18]. In the process of implementing the advertising and publicity of e-commerce platforms, it is necessary to build a wide range of popularization of e-commerce platform trading methods through more convenient and safer trading methods.

4.3 Focus on research on consumer behavior

In the era of widespread development of big data technology, consumers can comprehensively analyze consumers through big data technology to provide comprehensive analysis of the consumption and needs of different products to provide different e-commerce trading platforms. After the platform summarizes consumer demand, the actual transaction can be achieved quickly by recommending the corresponding products and the corresponding stores. This product recommendation based on big data technology is based on different individuals and different mobile terminals, and targeted recommendations are carried out. In the process of continuous improvement of consumer psychology, we must fully respect consumer privacy and personal information security, and fully integrate personal needs. On the basis of meeting the real needs of consumers, further improve the marketing plan for consumers, thereby achieving comprehensive decisions on consumption and the development of the entire e-commerce platform. In the process of improving the efficiency of comprehensive services, analyze the consumer’s business consumption habits, judge the personalized consumption needs of consumers with different environments and consumer preferences, formulate targeted marketing plans and business decision-making plans, and use big data through big data. The comprehensive analysis of technology has continuously promoted the development of e-commerce platforms, so that such transaction methods have entered an orderly recycling development. Figure 2 investigated the proportion of China’s e-commerce retail industry in 2021.

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It can be seen from Fig. 2 that in 2021, JD and Alibaba will account for more than 70% of China’s e-commerce retail industry.

With the development of my country’s e-commerce platform in recent years, the proportion of the entire consumer market has continued to expand, which has made the development of the entire e-commerce industry enter the fast track of rapid development. In the research process of consumer demand, major online sales platforms must fully respect the development trend of e-commerce platforms, integrate research and research of consumer demand, and use consumer needs as an important service target. At the same time, e-commerce platforms should use the channels for integrated development of online and offline to comprehensively analyze the future development trends, integrate the inevitable development path of comprehensive online and offline development, and make the entire marketing development and consumer demand more accurate. On the basis of meeting the consumer needs of different consumers, fully respect consumer consumer’s needs, meet the real needs of different environments and different consumer needs. At the same time, under the help of more complete hardware technical conditions, to maximize the most benefit to its own development. Figure 3 surveys the satisfaction of the sampling survey of major platforms.

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It can be seen from Fig. 3 that in the survey on the sampling of major e-commerce platforms in China, JD, Alibaba Suning and other platforms ranked in the top three, with consumer satisfaction exceeding 70%. Among them, JD ranked first, with consumer satisfaction even exceeding 85%.

During the development of the e-commerce platform, focusing on the comprehensive survey of consumer demand for different brands and consumers, we must fully investigate consumer consumption psychology, conduct comprehensive research and opinion collection, and provide more comprehensive and thoughtful services to electronics among the consumers of business platforms. At the same time, in the survey of the consumer life cycle, the consumption concept of different consumption needs, different regions and different income stages should be conducted in comprehensive investigations in different ages. Essence and with the background of the more complete era of big data technology, we must target the new model of the development of information technology, pay attention to consumer consumption habits and consumer psychology research, and build a finely evaluated evaluation and analysis model to more accurate consumers to consumers more accurate consumers consumption quality and consumer psychology orderly evaluation and decision-making, so that consumers’ consumption behavior can meet personal psychological needs and achieve more fair and fair consumption. At the same time, pay attention to the security guarantees of the consumer platform, continuously improve the qualifications and product quality of various businesses, and allow consumer services to be based on a more secure and efficient hardware and achieve a more real and fair transaction.

4.6 Improve the service quality of the e-commerce platform to consumers

The satisfaction of consumer consumption behaviors depends on the e-commerce platform and the level and quality of the consumer service process. By constructing a more complete service indicators, let merchants continue to improve service quality in the marketing process of e-commerce platforms to meet consumer needs. Pay more attention to the improvement of its own service quality, including the training of e-commerce platforms, consumer customer service, and artificial customer service training. Through intelligent artificial customer service, the quality of consumer services will be improved to allow consumers’ consumer demand to be based on more service. Under more thoughtful technical conditions, real consumption safety guarantees. At the same time, it provides real products, services, and virtual commodities services, a combination of marketing methods, expand the scope of e-commerce platform transactions, allows real consumer services to achieve the real consumer psychological needs of consumers, and meet the current big data technical conditions at this stage [19, 20].