With the rapid development of e-commerce, the design quality of e-commerce platform is increasingly emphasized by scholars and e-commerce workers. Many e-commerce companies emphasize platform operation and promotion to attract consumers and improve conversion rates, while ignoring the improvement of the design quality of the e-commerce platform. Therefore, the purpose of this study is to investigate the impact of three dimensions of e-commerce platform design quality (aesthetic quality, functional quality, and symbolic quality) on consumer satisfaction, as well as the impact of consumer satisfaction on consumer purchase intention and e-word of mouth. Using an online survey, data were obtained from 1000 online shoppers in Chinese, using structural equation modeling to validate hypotheses. The results show that the aesthetic and functional quality of e-commerce platform significantly positively affect consumers' purchase intention, and the aesthetic and symbolic quality significantly positively affect electronic word-of-mouth; Consumer satisfaction plays a mediating role between the functional quality, symbolic quality, and purchase intention, electronic word-of-mouth of e-commerce platforms; Consumer experience plays a mediating role between functional quality, symbolic quality, and consumer satisfaction.