Sisyphus Effect In The Online Shopping:Behavior Of Consumer's Maximization?Big Data Measurement And Electronic Business Practice

With the high-speed development of information,the Internet has gradually become an important channel for people to obtain,publish and transmit information,it is an indispensable important part of daily life,and it provides a space for the development of online shopping.In recent years,online shopping as a new business model is popular with consumers,and it has gradually become the norm of people's consumption life.Compared with traditional environment,consumer behavior in the network environment has had the corresponding change,the consumer marketing strategy also should be adjusted accordingly.The study of maximizing tendency began in 2002,and then some foreign scholars studied it,but mostly research focus on traditional environment,such as in the experimental setting scene or in the real business scenario,to analysis the individual psychological and behavioral responses caused by maximizing tendency,the literature of the maximizing behavior in the network environment is rarely.The domestic studies of maximizing tendency are review literatures,without access to relevant applied research,therefore discusses the maximizing tendency under the network environment has the very vital significance.In this paper,on the basis of the existing domestic and foreign literatures,from the behavior of comb summary to maximize consumer tendency,discusses the consumer behavior under the network environment and the reasons behind the maximizing tendency;By understanding the difference between the behavior of maximizer and satisficer in the online shopping environment,based on the record screen experiment in the laboratory situation,according to the experimental data to develop a scale and test the reliability and validity of the scale,then analysis the data,develop the new maximization behavior scale.On the basis of this scale,E-business and sellers can better distinguish maximizers and satisficers,can according to their different characteristics to manage the precision marketing.Finally,summarizes the present situation of e-business marketing and the existing problems,put forward more targeted marketing strategies for different consumers.The results indicate that: Under the network shopping environment,the online browsing behavior of maximizers is obviously more than satisficers;Maximizers reference for more information in the website,browse more comments and websites;Maximizers produce more selection delay behavior than satisficers;Maximizers tend to produce more regret than satisficers;Under the condition of limited time,maximizers tend to reduce the frequency of online shopping,but search and decision making seriously every time,on the contrary,satisficers tend to finish online shopping in a hurry;There were no significant differences between maximizers and satisficers' sensing online shopping time,but maximizers' actual online shopping time is significantly higher than satisficers.