Research On The Reputation Evaluation System Of Catering Online Group-buying Based On Consumer Preference

Online group-buying which is called B2 T in internationally is a new e-commerce model following by B2 B, C2 C, B2 C. Since it was born and after several years of rapid development, online group-buying has became consumers’ a kind of rigid demand. Under the background of e-commerce, group-buying websites constantly strengthen consumer experience to allow anonymous purchase and continuously expanded business resources thus lead to information overload. These issues make the reputation management of online group-buying much more complex and difficult. Currently, most of the domestic online group-buying sites only use a single kind of universal reputation score as the reference for consumers making purchase decision. Business information overloading and the lack of reputation rating information make consumers can not screen out the business which meet their preference quickly; At the same time, only using a single kind of universal reputation points would lead to highquality businesses’ core competencies in a certain aspect such as price, consumption environment, quality of service can not be treated fairly. These problems reflect the current reputation evaluation system can not meet the requirements of the development of online group-buying. Considering the typical representative of catering online group-buying, from the perspective of consumer preferences, this paper selects catering online group-buying as the research subject and constructs a new reputation evaluation system for the development of catering group-buying.In constructing the new reputation evaluation system, this paper completes it from two aspects such as constructing the reputation evaluation indexes system and constructing business reputation points assembly algorithm. In constructing the reputation evaluation indexes system, referencing the theory of reputation rating online group-buying, the catering industry and combining catering group-buying’s own characteristics, the paper analyzes the influencing factors of consumer purchase decisions, then designs the index system, constructs the model and uses SPSS 19.0 to test the reliability and validity of questionnaire, then correlation analysis and regression analysis are carried out, we finally find out the influencing factors of consumer decision-making are: the food commodity price information, the business’ s service quality information and the consumption environment information. In constructing business reputation points assembly algorithm of catering group-buying which based on consumer preferences, we use eigen vector method to count the weigh of the reputation evaluation indexes, then we get the dynamic business reputation score model which reflecting consumer preferences.Finally, the article takes Meituan as an example, uses contrastive analysis method to analyze the difference between the current reputation evaluation system of Meituan and the reputation evaluation system based on consumer preferences. The reputation evaluation indexes, the reputation evaluation algorithm and the reputation evaluation procedure are compared in the paper. Through the contrastive analysis, we expect it can provide consumers with the method how to quickly screen out the business that meet their preferences and provide the online group-buying websites with a theoretical guidance to improve their reputation evaluation system.