Optimal Delivery Modes and the Impact of Fee Transparency Reform in Online Food Delivery Platforms

This study explores the optimal delivery modes and the impact of fee transparency reform on online food delivery platforms. By building models and conducting comparative analysis, we examine the effects of consumer demand for real-time delivery tracking, price thresholds, and platform fee transparency on merchants and platforms. The findings reveal that when consumers have low preference for real-time delivery tracking, merchants are more inclined to choose self-delivery to avoid high delivery costs and platform commissions. When the price threshold is low and there is moderate demand for real-time delivery tracking, merchants prioritize profits on each order and opt for platform delivery, while platforms tend to refrain from reform. However, in case of high consumer preference for real-time delivery tracking and a low price threshold, merchants choose platform delivery, and fee transparency reform further increases their profits. Finally, in case of high consumer preference for real-time delivery tracking and a high price threshold, the reform has no impact on merchant choices. This study provides decision support for online food delivery platforms and merchants, aiding them in selecting the optimal delivery modes and formulating fee strategies to improve efficiency and meet consumer demands.