Research on the Factors Influencing Consumer Behavior Based on Big Data

In the era of big data, big data has reshaped consumer behavior. It influences consumption behavior not only from the external consumption mode, but also from the internal consumption psychology and other factors. Big data plays different roles in online and offline consumption. This paper combines big data with consumer behavior through SOR model, establishes a consumer behavior model in big data environment, and verifies it according to actual investigation. The results show that the stimulus of external factors to big data affects consumer behavior through intermediary factors (internal perception). Therefore, we should strengthen consumption governance in the era of big data by improving the database, providing rich products, and ensuring information security.