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It is the Internet world with vastly purchasing data sea online that makes research model of e-consumers' purchasing behavior very different from traditional ones. Firstly this paper proposes three kinds of research models of consumers' purchasing behavior, and then pointed out that data-driving model is the best one to analyze e-consumers' purchasing behavior on the Internet. Secondly, it adopts the improved SOFM Neural Network as the tool of data-driving model to detailedly analyze e-consumers' purchasing behavior of Internet marketing. Lastly experiment results demonstrate that the method has more visualization, exactness and robustness. Because consumers' purchasing behavior analysis based on the SOFM Neural Network is a comparatively novel method, the research fruit in this paper is just for reference.
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