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In the era of big data, consumers, as the main body of the economy, had been affected to a large extent by purchasing behavior. This impact would have mainly been reflected in the changes in consumer behavior, coupled with the development of the e-commerce industry in society. Consumers did change from traditional physical store purchases to online purchases as consumers' online purchases increased. However, in the face of many commodities, it would be difficult for users to find items of interest. However, whether the matching of the precise push mode and the user interacted effectively, promoting and stimulating the consumption behavior of consumers would still face the problem of accuracy and efficiency. This study analyzed the consumer purchase decision involving precision push mechanism, explored the relationship between purchase attitude and sub-variables of perceived ease of use, perceived usefulness, and perceived risk; perceived value and sub-variables of perceived quality, shopping experience, and user expectations, and purchase intention and sub-variables of awareness awakening and emotional arousal, and suggested the improvement of precision push services for the consumers in the Southwest of China. The precision push model came into being the user's mathematical modeling based on the user's behavior characteristics for searching the user's possible feelings in items of interest to users. Seventeen hypotheses were set for this research, including the first five of testing between demographic variables of gender, age, education, marital status, income, and online purchase behavior. Another twelve hypotheses were related to the significant relationship with independent variables of online purchase behavior, purchase attitude, perceived value, and purchase intention. The significant finding was the user expectations did not significantly impact perceived value could interpret as most users were unconsciously accepting the value of products through the influence of the precision push system.