A Study on the Factors Affecting Consumer Trust in Meituan's Accommodation Booking Business

This study primarily investigates the factors influencing consumer trust in the Meituan platform's accommodation booking service. With the development of digitalization and the internet, online booking services have become a crucial part of the tourism and hospitality industry, where consumer trust plays a central role. Through a questionnaire survey of 795 users, this paper analyzes the impact of multiple dimensions, including security, usability, brand image, and risk perception, on consumer trust. The research finds that security and usability have a significant positive impact on consumer satisfaction and brand image, while risk perception has a negative effect on these factors. Additionally, protective measures and good reputation have also been proven to be important factors in enhancing consumer trust. By integrating SOR theory, this study has developed a theoretical model to analyze how these factors collectively affect the formation of consumer trust. This study not only provides strategic suggestions for online booking platforms like Meituan to optimize services and enhance user trust but also offers new theoretical perspectives and empirical data for trust research in the field of e-commerce. These findings will help guide future research and provide practical references for related businesses.