Analysis On The Behavior Of Maternal And Infant Products Consumers' Cross-border Online Shopping

Nowadays,the cross-border e-commerce platform in China is in full swing,and the cross-border online shopping has become an important way for the consumers to buy maternal and infant products.Different from the domestic online shopping,consumers who buy maternal and infant products on cross-border e-commerce platform have their unique concern.By using big data analysis to find out the characteristics of consumer behavior,cross-border e-commerce platform can carry out targeted marketing to get more consumers.Based on the literature review,we discuss the development of maternal and infant products' cross-border online shopping market and consumers' characteristics.Based on the model of maternal and infant products consumers' purchase decision prediction on cross-border online shopping,we collect relevant data of maternal and infant products on T-mall international.After data preprocessing,we obtain 311856 maternal and infant products data under 12 indicator to study the effective factors.During the quantitative study,due to the complexity of big data,this paper first uses a traditional regression model to perform regression analysis and finds factors that have significant effects.Then we use the MLP neural network model to find out the key influencing factors to reconfirm with traditional regression models.At last,we construct the model of maternal and infant products consumer's purchase decision prediction on cross-border online shopping.The main conclusions are as follows:1.Natural social factors,cultural factors,product factors and personal factors have different degrees of influence on consumers' decision-making on cross-border online shopping of familiar or unfamiliar maternal and infant products.2.Quantitative analysis shows that under big data factors affecting maternal and infant products consumers' online shopping decision are as follows:product quality,consumer reviews,natural and social factors,personal factors.With other factors unchanged,the better natural condition of the production of maternal and infant products is,the more consumers buy.Other consumers' comments on the product are more persuasive and attractive.Product quality affects consumers' purchasing decisions.Due to different consumer preferences,the purchase amount is different.3.Enterprises and platforms should formulate effective marketing strategies to win consumers' trust.