Big Data-Driven Transformation of Consumer Behavior: A Study on Purchasing Decision Mechanisms in the Digital Economy_Vol. 3 No. 3 (JBDC 2025)_Journal of Big Data and Computing (ISSN: 2959-0590)

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Big Data-Driven Transformation of Consumer Behavior: A Study on Purchasing Decision Mechanisms in the Digital Economy

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DOI: https://doi.org/10.62517/jbdc.202501311

Author(s)

Kuopin Li*

Affiliation(s)

Baise University, Baise, Guangxi, China *Corresponding Author

Abstract

This study aims to investigate the mechanisms through which the digital economy, under the influence of big data, affects consumer purchasing decisions. By systematically reviewing the literature and conducting theoretical analysis, this paper constructs an analytical framework of consumer behavior in the digital economy across four dimensions: information processing, emotional resonance, trust building, and value co-creation. The findings indicate that big data significantly alters how consumers acquire and process information, improving decision-making efficiency while potentially leading to “information cocoon” effects. Personalized recommendations and social interactions enhance consumers’ emotional resonance and trust, yet privacy risks and algorithmic biases may suppress purchase intentions. Consumers demonstrate higher proactivity and social engagement in value co-creation processes, resulting in dynamic and interactive decision-making. The study concludes that big data reshapes both rational and emotional aspects of consumer decision-making, offering practical guidance for corporate marketing strategies and user experience optimization while providing a theoretical foundation for future empirical research.

Keywords

Big Data; Digital Economy; Consumer Behavior; Purchasing Decisions; Value Co-Creation

References

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