The Research Of C2C Consumer Behavior On Big Data Environment

With the development of Internet technology, nowadays more and more people choose online shopping. C2 C play an role of strong support to the electronic commerce in recent years. However, when C2 C shopping stay in leading position, the arrival of the big data poses a challenge to its, such as the privacy of data mining, C2 C website quality problems of data screening, these problems will affect consumer behavior. So, it is need to research the C2 C consumer behavior in the big data environment.Under the social background of big data, this research use consumer behavior theory,combine the big data concept, characteristics and the C2 C characteristics to establish C2 C consumer behavior mode in big data environment. According to the theory, this research use the method of empirical research to draw a conclusion and give advices for C2 C development.In the theory research phase, this paper come up with three external factors which affect consumer behavior, that is precise marketing driven by big data, website quality screen by big data, privacy safety grub by big data. On the basis of big data to consumer behavior, pricise marketing is splited into information search, recommend system, virtual experience; website quality is splited into information quality, service quality, system quality; and privacy safety is splited into privacy leak, safe attention, public information.Then, this paper use perceived usefulness, truth, perceived risk as middle facters, combine TAM theory and SOR theory to build consumer behavior of C2 C in big data environment.In the empirical research phase, this paper presented Taobao as respondents to conduct pre-research and formal research. Using SPSS 19.0 and AMOS 17.0 statistical analysis software for factor analysis, hypothesis testing, regression analysis,obtained a preliminary conclusion: information search, recommend system, virtual experience driven by big data influenced C2 C consumers purchase intention by affecting consumers’ perceived usefulness; information quality, service quality of big data screening influencedC2 C consumers purchase intention by affecting consumer confidence; privacy leak, safe attention of big data mining influenced C2 C consumers purchase intention by affecting consumers’ perceived risk.Finally, analysis and summarize the results of the study, and make some guidance based on research findings. Meanwhile, point out the insufficient in this study, and looking to the future research directions.