Author(s)

Jiaqi Han

Corresponding Author

Jiaqi Han

Abstract

This article focuses on the evolution mechanism of consumer decision-making behavior in the healthy consumer market under cross-platform environment. Under the background of digital economy, cross-platform has become an important scene of business activities, and the healthy consumer market has shown a new trend in this environment. This article mainly analyzes the characteristics of healthy consumer market in cross-platform environment, and discusses the elements and factors of consumer decision-making behavior. Cross-platform environment has brought the characteristics of diversity, fierce competition and diversified demand to the healthy consumer market platform. Consumers' decision-making behavior is often influenced by people's health concepts, consumption habits, the spread of social health concepts and other factors. The evolutionary mechanism model can be summarized as four levels: information input, cognitive processing, decision-making formation and feedback adjustment. These four levels show the dynamic evolution process of consumer decision-making behavior.

Keywords

Cross-platform environment; Healthy consumer market; Consumer decision-making behavior; Evolutionary mechanism; Influencing factors