Product quality is related to whether the product can meet the normal needs of consumers, and the particularity of online sales makes consumers judge the difficulty of product quality. Cognitive clue theory believes that when consumers have difficulty obtaining internal clues, they will use external leads to products. Quality is judged. However, in the online purchase process, consumers often face a variety of different clues. When these clues are consistent, is it better than a single clue? How do consumers judge when they are inconsistent? These issues are not yet clear.Based on cognitive clues and clue utility theory, this paper studies the impact of online shopping price, brand awareness and online store image on consumer quality judgment during online shopping, and also studies product quality evaluation when these clues are consistent. And the impact of inconsistent clues on consumer product quality evaluation, and finally further studied the impact of these leads on consumer purchases.The study used fast-moving consumer goods as a case, using 2 (low price VS high price) × 2 (low brand awareness VS brand awareness) × 2 (low online store image VS online store image high) experimental design, collected 241 network surveys.The questionnaire was tested by AMOS.21, SPSS.21 and PROCESS 3.3 procedures.The research results show that the online sales price, brand awareness and online store image are predicting the perceived quality of consumers; when the clues are consistent, the value of each cue to the perceived quality of consumers can be aggregated; when the clues are inconsistent, A clue with high diagnostics will be a clue to consumer judgment. Further mediation analysis shows that online sales prices negatively predict consumers' purchasing intentions, and perceived quality masks this effect; brand awareness is predicting consumers' purchasing intentions, perceived quality plays a partial intermediary role, and online sales prices adjust perceived quality. The intermediary role; the online store image is predicting the consumer's purchase intention, and the perceived quality plays a part in mediating.The conclusions of the study reveal that: (1) various perceptual quality cues can be accumulated, and merchants can use multiple clues to increase perceived quality; (2) since perceived quality will obscure the impact of low prices on consumer purchases, "price wars" should be actively avoided. (3) Well-known brands have the effect of improving perceived quality. Therefore, fake brand names are more deceptive to consumers, and online store managers and government departments should strengthen the management of “fake brand names”.
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