E3S Web Conf.
Volume 292, 20212021 2nd International Conference on New Energy Technology and Industrial Development (NETID 2021)
|Number of page(s)||4|
|Section||New Energy Economy and Energy Blockchain Application|
|Published online||09 September 2021|
The impact of e-commerce platform merchants’ reputation on consumer decision making
1 School of Economics and Trade, Guangdong University of Technology, Guangzhou 510520, China
2* School of Economics and Trade, Guangdong University of Technology, Guangzhou 510520, China
3 School of Economics and Trade, Guangdong University of Technology, Guangzhou 510520, China
* Corresponding author: email@example.com
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 Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.