Research On The Impact Of Information Supply Of Online Retail Platform On Consumers' Purchase Decisions

At present,China's online retail scale ranks first in the world.China's online retail has become an important part of the national economy,an important engine for stimulating domestic demand and promoting social and economic development.Meanwhile,it has entered the stage of "new retail",and both supply and demand sides have presented some new characteristics.In this context,an important challenge for online retail platforms is how to construct a streamlined and efficient online shopping information supply environment,help consumers quickly determine the attributes of goods and services,and then make decisions to avoid drowning in the ocean of network information.To cope with this challenge,it is unavoidable to explore the influence mechanism of online shopping platform information supply on consumer shopping decisions.Through the review of the existing research,the existing research mainly analyzes the influence of the website platform information on the user's purchase decision from the overall website information quality characteristics,a specific information type perspective such as online comment,website guarantee information and product description.Although it is generally believed that websites can influence consumers'shopping decisions and product sales by providing visible information about webpages related to shopping decisions,many relevant research conclusions are contradictory.The information supply efect of websites and the potential psychological mechanism that influences consumers' shopping decisions are not complete clear.There are still insufficient in research objects,research perspectives,theoretical applications and impact mechanisms.According to the actual background and research status,this study takes the online retail platform under the background of "new retail" as the research object.Firstly,based on the actual information demand in the process of consumer shopping decisionmaking,employing the ground theory method that the types of information clues that are mainly concerned in the decision-making process of online retail platform consumers,as well as the main cognitive responses and situational factors that influence consumers' shopping decisions are identified and the model of influencing factors of consumer shopping decision on online retail platform was constructed.Then,based on the objective data of the Tmall platform,the impact of three types of e-commerce heuristic information clues such as online store strength,commodity reputation and commodity value on consumer purchasing decisions,as well as the moderating effects of search products and Experience product types are tested.Finally,based on SOR,means chain theory,prospect theory,signal theory,etc.,through the contextual questionnaire survey,the paper analyzes the impact of commodity level network platform infornation attribute characteristics such as online media information quality,online store size,online store offline service water,product review quality,product description quality and reference point price level on the online consumer purchasing decisions.The following main conclusions are drawn:(1)Under the new retail background,the factors affecting consumers' shopping decisions are online shopping platform information stimulating factors such as online store strength,product reputation and commodity value,which have an impact on consumer incentives in both heuristic and systematic modes.Online retail platform consumers focus on "work-based" shopping,mainly focusing on shopping goals.Information clues and practical value experiences.(2)The impact of online store strength heuristic information cues on sales volume is not significant,while the merchandise reputation category and commodity value category heuristic information cues have significant impact on sales;the influence of commodity types on web page heuristic information has partial adjustment effect,and the purchase risk is low.When searching for products,consumers are more susceptible to the impact of commodity price and cost information when purchasing decisions.When purchasing risky products,they are more susceptible to product quality information.(3)Online retail platform online store service capability and commodity value systemic information stimulus cues can ultimately influence consumers' shopping intentions by reducing shopping risk and increasing commodity value perception.The management implications of this research are as follows:The online retail platform should first highlight and prioritize clues that have a significant impact on consumer shopping decisions;Secondly,it should continue to focus on develop new service identification clues with strong signal effects;The third is to focus on innovation,improve platform function such as social media,online and offline interaction,product reviews,product descriptions,price reference point display services and etc.to facilitate communication beteween users;The fourth is to focus on the use of regulations and technical means to create a credible,civilized trading environment.Retail online stores should first focus on improving operational indicators in terms of product popularity and reputation.Secondly,the number of service guarantees is not as good as possible.It should be noted that the service guarantee project with significant effect should be selected according to the product's own value and attribute characteristics.Third,retail online stores can achieve high quality and high prices through technological innovation.Finally,Retail online stores should pay attention to and actively apply the social media interaction function provided by the platform,offline store management function,product display system,product review system,improve the quality of social media information,online and offline resource integration and service capabilities,product descriptions and review.Meanwhile pay attention to the reasonable price of the original price,historical price,competitive brand price and other price reference point information.