Research Of Online Consumer Behavior Based On Case-based Reasoning

With the rapid development of online shopping, online consumers is expandingrapidly，e-commerce has become an important component of China’s economy andbecoming more and more important to growth of China’s GDP. Especially the networkeconomy grow fast while the traditional economic entered into the downturn, whichconfused Industry and academia, because it is difficult to find a logical explanation forthis in the real economy. Meanwhile, the data of the online market in recent years showthat the development of the online trading market did not achieve the desired level. Andcompared with the developed countries, it also has a very big development space inChina. Therefore, to promote the development of electronic commerce and networkeconomy in our country, it is necessary and urgent to have a study on consumer’s onlinepurchasing behavior.Many scholars at home and abroad have done a lot of online consumer behaviorresearch, these studies focused on specific elements of research, most of them areempirical research followed traditional consumer behavior research, few research tookonline consumer behavior as a whole with new research methods. Actually, in additionto the empirical study, another behavioral research method is case-based reasoning.Case-based Reasoning (CBR) is a reasoning technology with a great application value,which developed in the field of artificial intelligence in recent years. CBR has applied tovarious fields, and it also obtained the application in e-commerce, still, there is noneresearch of online consumer behavior research based on CBR.Thus, in this thesis, on the basis of literature review and practical experience, weanalyze the influence factors of the online purchase behavior comprehensively, afterthe analysis, we introduced CBR methods to the study of online consumer behavior, andbuild the model of online consumer behavior based on CBR. First of all, we collectedcases through descriptive research; second, we tested the effectiveness of the case data;third, we put forward10target cases of different types, and reasoning analyze thembased on reasoning model to predict consumer behavior of the cases, by reasoning andcomparative analysis, we obtain some important conclusions; finally, according to the conclusion, we summarize the laws of consumer behaviors in the online market, andputs forward some management suggestions for online vendors.The innovation of this paper lies in breaking through the current commonly usedresearch theory frame on the online consumer behavior, constructing a model of onlineconsumer behavior based on CBR, putting forward a new research methods for onlinepurchase behavior study. In addition, we collected cases through questionnaires, whichsolve the case collection problem when case hard to collect directly.