| Summary: | In the era of rapid development of data mining technology, diversified consumption channels have led to changes in consumer online shopping behavior. In the face of changes in consumer purchasing behavior and driven by resources, demand and data, enterprises need to innovate business models. This article aims to summarize and summarize the connotation of data mining technology, analyze the changes in consumer purchasing behavior under data mining technology, identify the dilemma of business innovation, and propose business model innovation strategies to provide management decision-making reference for enterprise e-commerce platforms. The main changes of consumers' purchasing behavior: more rational choice of brands, more emphasis on personalized services and contract spirit, more self-directed consciousness, but the supporting policies, marketing ability, cooperation ability and risk management ability in the business model fail to keep pace with the times. Therefore, this paper gives relevant targeted strategies: create a 'government+society' policy support environment, pay attention to the value of user experience, upgrade business cooperation, and strengthen risk management, so as to keep up with the pace of consumer purchase behavior changes under the data mining technology. © 2023 The authors and IOS Press.
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