Abstract: Abstract：This paper built an impact model of information richness on consumer’s purchase decision in peripheral route under the framework of ELM model. Taking a quasi-commodity product, i.e., Kingston 32G USB flash drive, as sample and collecting the real transaction data from Taobao, it made an empirical analysis of the relationship between information richness and purchase decision. The results show that the seller’s reputation information richness, the review pieces and screenshot of buyer’s review information richness and the certified product guarantee of SSF information richness have positive influence on both consumer’s purchase intention and purchase behavior while the promotional information richness only influences the purchase intention. In addition, the good’s detailed information richness, the review score of buyer’s review information richness and other SSF information richness have no significant influence on consumer’s purchase intention or purchase behavior. Research conclusions provide the network third-party platform and sellers with a way of changing potential consumer to real consumer through peripheral route.

摘要： 摘要：以ELM模型为框架构建了边缘路线信息丰裕度对消费者购买决策的影响模型，将特征性较强的准便利商品金士顿32G U盘作为研究样本，收集淘宝网沉淀的真实交易数据，实证分析该类商品边缘路线信息丰裕度对消费者购买决策的影响关系。研究结果表明，卖方信誉信息丰裕度、买方评论信息中的评价条数和评价截图丰裕度、支持性服务功能（SSF）中的正品保障信息丰裕度均与消费者购买意愿与购买行为正相关，促销信息丰裕度与购买意愿正相关，而与购买行为相关性不显著，另外，商品详情丰裕度、买方评论信息中的评价分数丰裕度以及SSF中的提供发票和七天退货等信息丰裕度与消费者购买决策相关性不显著。研究结论为第三方网络平台以及网络卖家，提供了通过边缘路线将潜在消费者变为现实消费者的理论基础。