Product Information Clues On The Impact Of Consumer Choice Under The E-Commerce Shopping Situation

With the rapid development of e-commerce,online shopping has become a popular shopping way for consumers.In the rich information environment of online shopping,it does not need to pay a lot of money to access to information.However,in the face of the constantly enrich information,people need to spend a lot of time and energy to deal with them.At the same time,single clue information has a strong limitation on consumer purchase choice,while multi cue information research is more and more important to consumer purchase behavior.Therefore,the research about the effect of multiple clues on consumer purchase behavior has great theoretical significance to further improve consumer behavior theory.Previous researches have shown that in the online shopping environment,consumers are affected by a variety of clues,such as Internet word of mouth,commodity brand image,etc.,which will have an impact on consumer decision-making.Therefore,there is a new research topic that whether the online shopping clues have an impact on consumer behavior.On this basis,searching,browsing and carding of related literature,and we find that few scholars study the influence of multiple cues on consumer decision making.This paper introduces Consumer Behavior Theory and Elaboration Likelihood Model to establish the Dual-path Model of consumer purchase choice,that is,the central path and the edge path.The research model of this paper is the influence model of product information cues on consumer purchase choice,and the corresponding research hypothesis is put forward.Combined with the method of investigation,this paper studies the influence of product information cues on different consumption paths,and analyzes how consumers' choices affect them.From the results of this paper,in the central path,commodity prices and commodity sales have a significant impact on consumers' attitudes,which in turn affects the purchase choice.When the product involvement is high,commodity prices and commodity sales will affect consumers more.And in the edge path,logistics cost and logistics evaluation have a significant impact on consumers' attitudes.When the product involvement is low,logistics cost and logistics evaluation have greater impact on consumers' attitudes.Based on the results of empirical research,enterprises can better understand how the product information affecting consumers' choice and can formulate appropriate sales strategies.On the other hand,consumers can choose goods more convenient which will improve customer satisfaction.Meanwhile,this paper also points out the limitations of this research,and puts forward how to improve the future research.