Research On The Influence Of Information Clues On Consumers’ Purchasing Decisions

With the continuous development of the Internet and the advent of social network applications,people can acquire more and more information clues in the process of online shopping.This paper refers to the information content that consumers can use to assist their purchase decisions as information clues.The pages of e-commerce platform are full of various functional information clues such as logistics information and social information clues such as commodity evaluation.Consumers use these information clues to compare and evaluate the goods and then choose the goods they are satisfied with to purchase.However,there is a lack of research on how these information clues affect consumers’ purchasing decisions,so it is necessary to conduct in-depth research to understand the influence mechanism of these information clues on consumers’ purchasing decision-making behaviors.In view of the above research gaps,this paper firstly constructs a research model from the perspective of information clues based on s-o-r model,and studies and compares the influences and differences of the two information clues on the purchase intentions of different consumers.Then,in order to quantitatively study the influence of information clues,this paper constructs a model of the influence of self-run logistics clues on consumers’ purchase intention by using the measurement method,and puts forward the corresponding hypothesis.In order to verify the above research hypothesis,this study used questionnaire and web crawler technology to collect real user data,and collected 367 questionnaires and a total of 3464 sales data from two e-commerce platforms of jd.com and Tmall,respectively.The results show that the functional information clues will affect consumers’ purchase intention through cognitive evaluation and emotional evaluation,while the social information clues will only affect consumers’ purchase intention through emotional evaluation.After adding the moderating effect of purchase motivation,this study found that recreational purchase motivation would weaken the positive influence of cognitive evaluation on purchase intention,and at the same time strengthen the influence of emotional evaluation on purchase intention.In addition,this paper found that self-run logistics clues can significantly improve the sales volume of commodities.After adding the regulating effect of commodity types,this paper also found that self-run logistics clues have different influences on consumers’ purchase intention in different types of commodities.This paper provides a new understanding for further understanding the mechanism of information clues’ influence on consumers’ purchase intention theoretically through empirical research,and makes important supplement and improvement to the existing literature on consumers’ online purchase decision,which has strong practical significance.At the same time,this paper for the first time quantitatively studied the impact of self-run logistics clues on consumers’ purchasing decisions,expanding the new research direction.In addition,this paper introduced different types of consumers,the research of the difference of their buying decision process,will provide online shopping site increase consumers purchase intention of new train of thought,according to different customers with different sales strategy,can effectively help online shopping site to solve the traffic problems,and improve sales.At the same time,the limitation of the research and the prospect of the future research are pointed out.