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Abstract Based on the new environment of big data, this paper expounds the connotation and characteristics of big data, and analyzes the characteristics of consumer behavior under the application background of big data analysis technology. With the help of AISAS model, which is used to analyze consumer behavior in the network economy, and in combination with the influence mechanism of big data analysis on consumer behavior decision-making process, we have constructed a consumer behavior model under the background of big data and tested it by means of questionnaire survey. The results show that the factors that affect consumer decision-making include external factors and internal perception, while big data affects consumer internal perception through the impact of external factors, thus affecting consumer decision-making. At the same time, consumer information sharing is also conducive to improving the accuracy of big data analysis.
Zhang et al. (2020) studied this question.