The Study of Impact of "Big Data" to Purchasing Intention
Zhu Guangting, Zhu Junxuan

Abstract
The article discusses the feature of human purchasing intention based on “big data” environment. Analysis the mechanism of “big data” on consumer purchase intention, both positive and negative aspects: the value of "big data" resource and the innovation of "big data" technology, to analysis "big data" positive impact on consumer willingness to buy on the network; the privacy of data mining and the quality of data screening, to analysis the "big data" negative impact on the willingness of customers. On this basis, provide relevant advice for e-commerce vendors in the development of big data era.

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