Research on Consumer Behavior in E-commerce Based on Economic Psychology Analysis

Abstract

E-commerce is a relatively new way of trade, which brings production enterprises, circulation enterprises and consumption enterprises into a brand-new era of network economy and digital existence. Consumption behavior can be divided into positive consumption and negative consumption. The marketing factor is a good business strategy to change consumers from passive purchase to active purchase. A targeted marketing by an enterprise will greatly stimulate the purchase desire of the target consumers and prompt them to buy. At this time, it is very important to be good at analyzing the economic psychology in marketing, deeply understanding and controlling the consumer psychology, so as to promote marketing. This paper analyzes the economic psychology of consumers' online consumption and the specific performance of consumers' behavior in e-commerce, and puts forward how modern enterprises formulate relevant marketing strategies in the face of the specific psychology of online consumers.