Abstract: Based on Howard-Sheth Model and taking role theory and social identity theory as a reference, the concept model of the influence of network recommendation information on the female consumers′ purchase intention is constructed. Through questionnaires, this paper empirically examines the relationship between online recommendation information and female consumers′ perceived value by structural equation model. The results show that the accuracy, benefit, information arrangement and visual clues of the network recommendation both positively affect female consumers′ purchase intention; role overload positively regulates the relationships among information content accuracy, interest, information arrangement, visual clues and value perception; social identity can positively regulate the relationships among information content accuracy, interest, visual cues and value perception, but has no moderating effect on the relationship between information arrangement and value perception; female consumers′ perceived value has a positive impact on the willingness to purchase.

Key words: network recommendation information, female consumers, purchase intention, moderating variable