Research Of Alternatives Evaluation Of Online Comsumer Based On D-S Evidence Theory

In the information age, with the rapid development of E-commerce impact, the consumers are enormous buffeted. From the initial B2 B, B2 C, C2 C to the rise of the O2 O, more and more consumers join into online shopping, and online shopping has become a common way of shopping. In this case, study the consumers’ online shopping are urgent and necessary to promote the development of online shopping.Since the rise of e-commerce, many researchers studied the whole process of online shopping of the individual consumer. But with the popular of online shopping, the rising of big data and the development of the recommendation system, the problem of requirement identification, information collection and payment stage has been solved. But in real life, most online consumers are identify alternatives, and put it in the favorites or shopping cart first, and then compared them to determine the final order. On the other hand, with the development of O2 O, pleasure products which always belong to offline purchase also become online goods makes group consumers join into the online shopping. Previous research is based on individual consumer, but not group consumers. From this perspective, this paper focuses on the individual consumer and the group consumers’ evaluation process of online shopping.The first chapter analyzes the research background, and research significance of this paper, showing that this research has strong theoretical significance and practical significance. The second chapter reviews the previous study of online shopping, individual consumer online behavior, group consumer online behavior and D-S theory, prepared knowledge and theories of the third chapter. The third chapter describes how individual consumer and group consumers choose a right goods form several alternative goods, and then give the solutions with evidence theory. The fourth chapter mainly studies the consumers how to evaluate alternative goods in the process of buying online catering, leisure goods. First we design research recommendation of catering and leisure goods online shopping combined with the existing research, and then work out the best goods which bring the maximum utility of individual consumer and group consumers. The last chapter is the summary of the article the research content, and follow-up research direction is given.