Analysis of Big Data＇s Impact on Social Consumption Values

1Since the middle of last century, the world has entered consumer society. Decided by consumerism, hedonic consumption has got popular. Hedonic consumption makes people be personalized during consumption and brings a high degree of prosperity in consumption. But at the same time, for the materialization logic in consumerism, people has been enslaved by substance and involved in the vicious circle about unlimited demand for substance, which brought a series of problems in consumption. Nowadays, sharing consumption is rapidly developing, which leads to the change of consumption values. The application of big data in the consumer area, through bringing ＂big data sense＂ and solving information barrier, is one of the most important reasons to cause the change. This change can help to establish a fair consumption environment and harmonious consumption relations, which will make the economic development faster and better