Research on the Impact of Systematic Clues of E-commerce Platform on Consumers' Purchase Intention under the Background of New Retail

（1.Suzhou Vocational University，Suzhou，Jiangsu215104，China；2.Nanjing University，Nanjing，Jiangsu210023，China）

Abstract：Under the new retail background，the e-commerce platform shows a trend of socialization and online to offline integration，generating some emerging information clues. It is urgent to conduct an in-depth study. Taking the experience product of sweeping robot as an example，using the situational questionnaire survey method，the authors empirically analyze the impact of new and existing systematic e- commerce platform clues at the level of merchant and commodity on consumers’purchasing intention based on the SOR model and related theories. The results show that the quality of media information and the level of offline service of platform merchants have an impact on consumers' intention to purchase through perceived trust，but the impact on perceived product quality is not significant. Commodity description quality and review quality impacts on consumers’purchase intentions not only by perceived product quality but also by perceived trust. Perceived trust and perceived product quality are the antecedents that influence consumers' purchasing intentions，and the impact of perceived trust is greater. It can be seen that when purchasing high-risk goods like sweeping robots，e-commerce platform consumers will perceive the credibility of online stores and quality of products through various systematic clues such as media information quality，offline service level，product description and review quality，which in turn leads to purchasing decisions. Therefore，in order to improve traffic conversion rate，e- commerce platform should pay attention to the development and improvement of social，online and offline interaction， product reviews and product description service functions，to facilitate online store trust and quality signal transmission and consumer perception. Retail online stores should pay attention to the social media，offline services，product description and comment functions provided by the platform based on the characteristics of the products themselves，marketing objectives and their own conditions，to enhance consumers' trust in themselves and the perception of product quality.

Key words：self-media information quality；offline service level；review quality；product description quality；purchase intention