The impact of e-commerce platform merchants’ reputation on consumer decision making

By crawling Meituan take-out merchant data, this paper studies the influence of e-commerce platform merchants’ reputation on consumer decision making. The empirical results show that based overall score merchants has a significant impact consumers’ purchase and then affects monthly sales volume merchants. At same time, brand have higher than ordinary merchants, series food safety guarantee measures such as insurance material publicity also significantly affect sales. In addition, marginal diminishing effect Based research conclusions, puts forward relevant countermeasures suggestions for government regulatory authorities.