The research object of consumer psychology is consumers. By studying the psychological and behavioral changes of consumers in the process of consumption, we can summarize relevant consumption laws and apply them to commercial operations to improve sales performance. The rapid development of e-commerce has promoted the continuous development of cross-border e-commerce. Many consumers are keen on overseas fashion brands and have bought a large number of fashion brand clothing and other products without considering the actual use of the goods, thus causing anxiety and regret for their excessive consumption afterwards. In this kind of consumer groups, college students are very easy to appear excessive consumption behavior. Therefore, the article analyzes the impact of cross-border e-commerce on consumer behavior anxiety and behavior from the perspective of consumer psychology.

The study selected college students in the consumer group as the research object, and randomly selected 460 college students from different genders, ages, majors, etc. These students have different consumer psychologies and behaviors. Types of overseas shopping commodities, reasons for purchasing and students’ views on cross-border e-commerce platforms were recorded and analyzed. The impact of cross-border e-commerce on consumer behavior anxiety and behavior was explored, and the reasons for college students’ anxiety, and use 1-5 grades were analyzed. The data processing software is Statistic software.

After statistical processing, the anxiety level of college students in different genders with different issues of cross-border e-commerce platforms is shown in Table 1. In Table 1, students of different genders have different anxiety levels on different issues of cross-border e-commerce platforms. Different from male college students, female college students have more anxiety about high fake products and false propaganda (P < 0.05).Table 1.

Anxiety of college students of different genders

The development of cross-border e-commerce has brought more goods to consumers and promoted their consumption, but at the same time, there are also some drawbacks, such as exaggerated publicity, false publicity, etc., which has led to consumers’ excessive consumption, led to the emergence of college students’ “borrowing and lending” behavior, and increased their anxiety. While consumers need rational consumption and financial management, cross-border e-commerce should guarantee after-sales service and establish a good reputation.