In view of the growing trend of online consumption, more and more online shopping festivals began to come out of time, more and more merchants are gradually opening up online discounting to stimulate consumption patterns. Facing the needs of consumers and psychology, how should merchants formulate corresponding countermeasures to meet the needs of network consumers, to achieve a win-win situation between merchants and consumers? This paper is aimed at the psychological and behaviour characteristics of online consumers for businesses to find more scientific and reasonable marketing strategies, while exploring the e-commerce market and online shopping model more perfect. Through the network questionnaire survey network shopping consumers in the large-scale online shopping festival a series of behaviour and psychological activities, in response to the results of the survey, we use cross-analysis method to analyse the consumer's desire to buy in different time periods is different, different ages of consumption amount is also different, consumers of various large-scale shopping festival consumption factors. In order to develop the appropriate marketing strategy for the business to provide advice.

Wenwen Zhang. Based on the Study of the Psychological Characteristics and Behavior Mechanism of Internet Users under the Internet E-Commerce Platform. International Journal of Frontiers in Sociology (2022), Vol. 4, Issue 1: 61-66. https://doi.org/10.25236/IJFS.2022.040112.

[1] Chuanhong Chen and Xueyan Li. The effect of online shopping festival promotion strategies on consumer participation intention[J]. Industrial Management & Data Systems, 2020, 120(12) : 2375-2395.

[2] Jingyu Li et al. Sustainability of China’s Singles Day Shopping Festivals: Exploring the Moderating Effect of Fairness Atmospherics on Consumers’ Continuance Participation[J]. Sustainability, 2020, 12(7).

[3] Qian Shang and Jia Jin and Junping Qiu. Utilitarian or hedonic: Event-related potential evidence of purchase intention bias during online shopping festivals[J]. Neuroscience Letters, 2020, 715.

[4] Muljono W and Pertiwi Setiawati PPS and Kusuma Dewi PSKD. Online shopping: Factors affecting consumer's continuance intention to purchase[J]. St. Petersburg State Polytechnical University Journal. Economics, 2021, 14(87) : 7-20.

[5] Priya Sethuraman and  Jayanthi Thanigan. An empirical study on consumer attitude and intention towards online shopping[J]. Int. J. of Business Innovation and Research, 2019, 18(2): 145-166.

[6] Ather Akhlaq and Ejaz Ahmed. Gender Differences Among Online Shopping Factors in Pakistan[J]. Organizations and Markets in Emerging Economies, 2016, 7(1) : 74-86.

[7] Ying-Hueih Chen and I-Chieh Hsu and Chia-Chen Lin. Website attributes that increase consumer purchase intention: A conjoint analysis[J]. Journal of Business Research, 2009, 63(9) : 1007-1014.

[8] Luo Hanyang et al. Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions[J]. Journal of Theoretical and Applied Electronic Commerce Research, 2021, 16(6) : 2386-2404.

[9] Štimac Helena and Kelić* Ivan and Bilandžić Karla. How Web Shops Impact Consumer Behavior?[J]. Tehnički glasnik, 2021, 15(3): 350-356.

[10] Yuchun Wu. Analysis on Marketing Strategies and Consumer Behavior during Online Shopping Carnival in China[J]. Proceedings of Business and Economic Studies, 2021, 4(4).