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Online shopping of consumer is one of the driving forces of the sustained and rapid development of e-commerce in recent years;and its development has been promoting significant changes in consumer behavior.The internal mechanism of E-commerce and consumer behavior is the key to promote their interactive symbiotic development.Consumer behavior is a systematic project;it is an ever-changing progress of consumption,production,distribution,exchange and circulation;it is also the consumers’activity of search,select,purchase and use for the demand of consumption materials and labors.The role of Ecommerce innovation to consumption behavior changes mainly manifested in the consumers' information search,select,purchase,and etc.In turn,satisfaction of network consumption promotes the effective development of E-commerce and it is the driving force for the future development of E-commerce.The relationship between E-commerce innovation and consumer behavior changes is interactive and they will be mutually promoted.
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