中文摘要：

以刺激-反应模型为理论基础,以电子商务平台提供的信息作为刺激源,研究不同电子商务模式在信息丰富度、采购成本对消费者线上购买行为影响方面的调节效用。通过淘宝网交易数据验证模型,结果发现：（1）采购成本正向影响购买行为;（2）不同电子商务模式对购买行为影响不突出,B2C优势不明显;（3）信息丰富度成为影响消费者行为的显著因素。最后提出了网络营销策略。

英文摘要：

Taking e-commerce information as moderator variable,this paper studies the mediating effect of different e-commerce modes on online purchasing behavior based on the theory of stimulus-response model.With transaction data provided by TAOBAO,it tests the model.The empirical results show that：（1） purchasing behavior is positively influenced by purchasing costs;（2） different e-commerce modes do not influence purchasing behavior significantly,and B2C is not superior;（3） information richness is the significant factor affecting consumer purchasing behavior.The results provide some theoretical support for store information release strategy,pricing strategy and mode selection.