An Empirical Research on the Impact of E-commerce Enterprise Reputation on Online Consumer Behavior: A Case Study of B2C Websites

As a means of non-price competition, the reputation of enterprises is valued by e-commerce enterprises. From the perspective of consumers, this paper divides corporate reputation into five elements. Corporate reputation will affect consumer behavior. Based on the trust to the enterprise, consumers show satisfaction to the products and services of the enterprise and customer loyalty behavior. Therefore, the paper constructs a theoretical analysis model, and uses data analysis and data processing to verify the relationship between e-commerce enterprise reputation and consumer behavior, and then puts forward relevant suggestions.