Abstract: This paper uses the “Eleme” data to analyze the effect of consumers' rating system of online meal ordering platform on subsequent buyers' consumption decision. The findings of the research are as follows: the businesses' reputation formed by consumers' rating grade does affect subsequent buyers' consumption decision significantly and the businesses' monthly sales are positively correlated with the rating grade; Considering the fact that the food safety issue is an important problem to online meal ordering, whether the sellers join the “Food Safety Insurance” program complements the reputation mechanism, and it also becomes a reference to consumers; The positive effect of consumers' rating grade on businesses' monthly sales varies in different rating range, and when the rating grades reach a certain threshold, the increase of the rating grade will not bring any premium to monthly sales. Accordingly, the food safety regulation measures of online ordering platform are put forward by the paper.

Key words: Online Meal Ordering Platform, Reputation, Rating Grade, Consumption Decision, Food Safety Regulation

摘要： 本文基于饿了么商家数据,探索互联网外卖订餐平台的消费者评分系统对后续买家消费决策的影响。研究结果表明,由消费者评分形成的商家声誉显著影响后续买家的消费决策,商家月销量与消费者评分呈正向关系;卖家是否为品牌商家显著影响消费者选择,品牌商家的月销量相比更高;由于互联网订餐涉及食品安全问题,商家是否参与平台的“食安险”形成补充声誉机制,成为买家消费决策的参考依据之一;不同区段的消费者评分对商家月销量的正向影响存在差异,当商家评分达到一定阈值,评分的提高不再带来额外的销量红利。据此,本文提出相应的互联网订餐平台的食品安全监管对策。

关键词: 订餐平台, 声誉, 口碑评价, 消费决策, 食品安全监管