With　the　rapid　development　of　technology,　people＇s　lifestyles　and　thinking　patterns　have　been　transformed.　Combining　the　theories　of　big　data,　consumer　behavior　and　predictive　science,　this　paper　explores　new　ways　to　predict　consumer　purchase　decision　behavior　and　revises　the　traditional　consumer　purchase　behavior　model　from　the　perspective　of　consumer　purchase　decision　through　literature　research,　case　study　and　comparative　research.　At　the　same　time,　this　paper　emphasizes　the　instrumental　properties　of　big　data　itself,　pointing　out　that　big　data　has　not　changed　the　fundamentals　of　marketing　concepts,　but　using　it　well　can　better　realize　precision　marketing,　create　customer　perceived　value,　and　create　customer　resources.　©　2021　IEEE