Please use the theoretical knowledge of economics to talk about the main factors affecting consumers' consumption behavior.

The main factors affecting consumers' consumption behavior are: product factors, psychological factors, income factors, cultural factors, social factors and so on.

1. Product factors include product characteristics, product price, shopping convenience, safety and reliability, etc.

2. Psychological factors. Consumer's personality psychology, including consumer's needs, motives, interests, ideals, beliefs, world outlook and other personality psychological characteristics, is an internal factor affecting consumer behavior, and consumers are influenced by many major psychological factors in purchasing decisions. It mainly includes motivation, perception, learning, belief and attitude.

3. Income factor. The economic environment of marketing mainly refers to the external social and economic conditions faced by enterprise marketing activities. Specifically, it mainly refers to social purchasing power. There are usually three factors that affect the purchasing power level: consumer income, consumer expenditure, household savings and consumer credit.

4. Social factors. Social factors refer to the influence of people around consumers, among which reference group, family and role status are the most important.

5. Cultural factors. Culture refers to the synthesis of values, morality, ideals and other meaningful symbols established by human beings from the beginning of their lives. Culture is the basic factor that determines human desires and behaviors.