Abstract
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 the merchant reputation based on the overall score of merchants has a significant impact on consumers’ purchase decision and then affects the monthly sales volume of merchants. At the same time, brand merchants have higher monthly sales than ordinary merchants, and a series of food safety guarantee measures such as food safety insurance purchase and food material publicity also significantly affect monthly sales. In addition, the overall score of platform merchants has a marginal diminishing effect on monthly sales. Based on the empirical research conclusions, this paper also puts forward relevant countermeasures and suggestions for Meituan platform merchants and government regulatory authorities.
Highlights
Virtualization and electronization of e-commerce transaction induce a series of new information asymmetry problems
In the management practice of platform economy system, as an alternative signal display mechanism, the reputation mechanism based on buyer evaluation has increasingly become the main reference basis for consumption decision
This paper attempts to capture the data of Meituan platform to study the influence of the reputation of online meal ordering platform merchants on consumers' decision-making, in order to provide reference for the further development of Internet platform economy
Summary
Virtualization and electronization of e-commerce transaction induce a series of new information asymmetry problems. Under the condition of the continuous expansion of the transaction scale, it is still difficult to solve the problem of information asymmetry of the platform transaction fundamentally and effectively, whether it is external supervision in the form of public management or internal control in the form of selfrestraint. In the management practice of platform economy system, as an alternative signal display mechanism, the reputation mechanism based on buyer evaluation has increasingly become the main reference basis for consumption decision. This paper attempts to capture the data of Meituan platform to study the influence of the reputation of online meal ordering platform merchants on consumers' decision-making, in order to provide reference for the further development of Internet platform economy
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