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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.

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