Based on SOR model, this paper studies the network platform intelligent recommendation characteristic and its influence on consumer purchase behavior, which provides a certain theoretical reference value and practical guidance significance for promoting e-commerce study and optimization of e-commerce platform operation. It is concluded from empirical analysis that the accuracy, richness, novelty and effectiveness of network platform intelligent recommended commodity information and the authority of the authority of the reference have positive effect on consumer purchase behavior, the value and intensity of recommended information and the e-commerce platform have no effect on consumer purchase behavior while non e-commerce platform has negative effect on consumer purchase behavior. Therefore, it is necessary to improve the accuracy, richness, novelty and effectiveness of the commodity recommendation information in the network platform. Network platform store should select not only the authorized and reliable reference but also e-commerce platform as recommendation channel.