Purchase decision under network environment and application of big data

According the theory of traditional economics, consumers will be more rational when they make decision in the context of Internet, because they could get lots of information through the web that advance the symmetry of information. But, it is not the fact. Why would the contradiction happen? In the present paper, by the theory and literature review, we found that in the context of Internet versus tradition.Consumers are more likely to be impatient in decision-making Consumers have more freedom and irrationality in decision-making Therefore, consumers' network behavior is more difficult to predict.