With the rise of the Internet, e-commerce has penetrated into all aspects of people’s lives. This paper classifies the consumers in e-commerce environment, constructs the feature set of social commerce customer portrait, and then uses multimedia image data fusion algorithm to extract the salient features of customers, and then paints the customer portrait in e-commerce environment. Based on the establishment of the feature database of the customer portrait, through the construction and reconstruction of the original data set, the behavior characteristics of the customer are analyzed comprehensively. This paper establishes a customer portrait model that can handle both categories and continuity at the same time to get the features that affect customers, and gives the characteristic trend of customer consumption. In terms of shopping ratings, customers are clearly choosing 3.5 and 4-star merchants, with 55% choosing 3.5 to 5 stars. This paper can improve customers’ trust in merchants, improve user stickiness, and maintain the relationship between consumers and merchants, which is conducive to the spread of Internet word-of-mouth.

Bahao Li. Consumer Behavior of Multimedia Image Data Fusion Algorithm in E-Commerce Environment. Academic Journal of Business & Management (2023) Vol. 5, Issue 20: 179-186. https://doi.org/10.25236/AJBM.2023.052025.

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