Abstract
Since China initially established a simple online shopping model in 1999 and experienced 20 years of a long development, people should have accumulated a lot of online shopping experience. However, people will still make many irrational decisions. From the perspective of behavioral economics, this paper considers more factors regarding the assumption of a "rational person" in traditional economics, breaks the shortcomings of conventional assumptions, and more systematically explains many economic phenomena. It enables people to avoid the same mistakes and maintain relative rationality after understanding the economic phenomena contained in the irrational decision-making of online shopping. In order to achieve this goal, this paper will list several representative cognitive biases and link them with various irrational online shopping behaviors so that people can understand how these irrational behaviors produce and affect people. Finally, this paper finds that when people make decisions, they are often affected by the "field dependence" of external information and the "field independence" of people's hearts. What people can do is accumulate knowledge reserves and keep relatively rational when making similar decisions in the future.
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