Abstract: In order to explore the complex network characteristics of e-commerce consumer behavior in the blockchain environment, based on the study of traditional local area networks and BBV growth networks, aiming at the characteristics of e-commerce consumer behavior in the blockchain environment, two optimization aspects are proposed. Firstly, a reputation-based limited trust consensus mechanism is established. Secondly, a smart contract based on the interactive selection of consumer communities with decentralized characteristics is built. The consensus mechanism and smart contracts are integrated into the multi-subgroup hybrid growth model. Under certain parameters, the characteristics of the complex network structure of the blockchain e-commerce consumer network is studied. Empirical research shows that, even in a decentralized and trustless blockchain e-commerce environment, consumer networks will still show the characteristics of node power law distribution and small world characteristics. In the multi-subgroup mixed growth model, the division of consumer associations is obvious, and the Matthew effect of "the rich get richer" will appear among consumers. However, compared with the traditional online e-commerce consumer network, its association structure is looser, with antitrust characteristics. Experiments show that consumers consumption behavior is more free and transparent in this environment.

Key words: complex network, hybrid growth network, blockchain, consumer behavior