With the rapid development of electronic commerce, consumers pay more and more attention to the improvement of online shopping environment including the return policy.In order to explore how the E-retailer's return policy impact consumer's purchase intention, as well as the moderating role of site name familiarity, the paper develops a conceptual model about the impact of the E-tailer's return policy on consumer purchase intention based on signaling theory and equity theory.The model is tested with the data from experiment.The results show that latent return policy make consumers produce higher perceived justice, thereby increase consumers' purchase intention.The effects of a return policy on perceived justice and consumer purchase intention are stronger for high familiar websites than low familiar websites.Finally, we discuss the theoretical significance and practical application of management.