Based on the theory of stimulus-response model, this paper studies the influence of information richness, reputation, purchasing cost, channel modes and product categories on consumer purchasing behaviors in the e-commerce information environment. The consumer purchasing behaviors stimulus-response model is examined with empirical data collected from TAOBAO. We find that information richness, purchasing cost and product categories have significant impacts on consumer purchasing behaviors, channel mode adjust impacts of purchasing cost on consumer purchasing behaviors, and that the impact of convenience product on consumer purchasing behavior is bigger than specialty product. With those meaningful findings, this paper provides important and convincing theoretical support for pricing policy, channel set and information richness policy.%线上购物已经成为消费者购物的重要渠道．对消费者线上购买行为不同层面的研究意义深远。本文从网络信息对消费者购物行为刺激的角度，研究信息丰富度、声誉、采购成本、线上渠道模式以及产品类型对购买行为的影响。以刺激一反应模型为理论基础，构建消费者线上购买行为刺激反应理论模型。通过淘宝网实际交易数据，利用Smart PLS验证模型．结果发现信息丰富度、采购成本和产品类型对消费者购买行为影响显著．渠道模式可以调节采购成本对购买行为的影响，并且相对于特殊品而言，日用品对购买行为的影响更高。研究结果对电子商务中店铺信息发布策略、定价策略以及渠道设置策略提供一定的理论依据。
展开▼
