Abstract: In order to study the influence of consumer behavior on the choice of manufacturers' platform sales modes, a model of manufacturers' platform sales modes is established, incorporating consumers' pre-purchase information search behavior into the model. It is found that: if consumers' pre-purchase information search behavior is not taken into account, manufacturers choose the agency mode only when the platform draw ratio is small or large, and choose the distribution mode at other times; after considering consumers' pre-purchase information search behavior, the area where manufacturers choose the distribution mode expands; furthermore, the search behavior of consumers increases the profit of manufacturers under the same sales mode. At the same time, an increase of search probability decreases the wholesale and retail prices of supply chain members under the distribution mode, while the prices under the agency mode show non-monotonic changes.

Key words: information search behavior, search probability, sales modes