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

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... 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.