An Empirical Research On The Relationship Between Online Products’ Information Presentation And Consumer Purchase Decision

Internet has developed into a global business communication medium from the initial simple information communication tool, and the ability in providing rich information make itself become a new way to realize values creation for traditional retailers which promotes online shopping as well. In order to help the consumers aware of their goods, online retailers used to provide a variety of information on the e-commerce platform which even beyond the scope of the consumers can receive if they show too much. When consumers browse commodities they usually just focus the useful information while ignoring irrelevant information and their focus differs for different types of goods. Based on the reasons above, the commodity information display should conform to the consumer demand as accurate as possible, which can not only save costs in time and design but also can improve the purchase efficiency to promote the purchase behavior of the consumers.This study is dedicated to research the relationship between commodity information display and the consumers purchase decision based on the information richness theory, the information delivery theory as well as the visual marketing theory. The online information display is divided into price information display, objective information display, subjective information display as well as environment information display respectively. The research is conducted as follows:Firstly, it established the model about the relationship between online products’ information presentation through empirical study method and purchase decision in different kinds of products as well as put forward corresponding assumptions. And then, it collect relevant data through questionnaire survey, test the model through software, and compare the coefficient of the model to recognize which is the most important factor to influence the purchase decision in different kinds of products. Finally, the study find that the influence of the information on purchase decision differs according to different types of products, and price is the key factor for general commodity while subjective information display is the most important factor for differentiation commodity as well as general sensory goods, moreover, for the differentiation sensory goods, the environment atmosphere information display is the leading cause of purchase. According to the conclusions above, this paper put forward different kinds of online display schemes for different types of commodities to give some useful suggestions for the online retailer.