The Impact of Representativeness Bias on Online Food Vendors: Consumer Behavior and Decision-Making
Year: 2025
Type: article
Abstract: This study examines the complexity and diversity of consumer behavior and decision-making in the context of online food vendors from the perspective of representativeness bias. The research finds that consumers exhibit significant cognitive biases during the online purchase decision-making process, especially in their perceptions of product features and vendor credibility. This leads to the formation of a simplified decision-making model when confronted with information overload. Emotional factors play a crucial role in consumer purchasing decisions, with perceived risk and levels of trust significantly influencing consumers' choices of online food. Combining empirical analysis results, the study argues that representativeness bias is prevalent in the consumer information processing and evaluation process. It emphasizes the need for online food vendors to adjust their marketing strategies to adapt to these changes in consumer behavior. The findings of this study not only provide a theoretical basis for understanding online food consumption behavior but also offer practical guidance for vendors to design targeted marketing plans. This promotes positive interactions between consumers and vendors and drives the healthy development of the food e-commerce industry.
Author: Jiantao He
Institution: Beijing Normal-Hong Kong Baptist University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410350184