Based on the analysis of the decision-making process of consumer behavior in e-commerce environment, a theoretical model of consumer behavior decision in the process of consuming is established. This paper respectively discusses the key influencing factors affecting consumer in the stages of pre-purchase, purchasing and post-purchase. On the foundation of qualitative analysis, the consumer value is analyzed with quantities methodology, which builds up the model of value-based consumer behavior. Finally it optimizes the model. This model focuses on consumer behavior under the influence of product price, quality, information, time, etc, and provides a theoretical basis to the analysis of consumer behavior decision in the e-commerce environment, and has certain practical significance for guiding practice of e-commerce.% 文章通过对电子商务环境下消费者行为决策过程的分析，建立了消费者行为决策理论模型，并从购前、购中、购后三个消费阶段分析影响消费者决策的主要因素。本文在定性分析的基础上，对消费者价值内涵给予数学定义，建立了基于消费者价值的行为决策模型，并对模型进行优化求解。文章重点研究了产品价格、质量、信息、时间等因素对消费者价值的影响，为电子商务环境下消费者行为决策分析提供了理论依据，并对于指导电子商务实践具有一定的现实意义。
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